The effect of digital marketing on brand loyalty: Burger King Finland

Abstract

This study investigated how digital marketing tools affect customer satisfaction, trust, engagement, and brand loyalty in the context of a Finnish fast-food restaurant chain. The topic was significant because digitalisation has become an integral part of the customer experience, with businesses increasingly relying on digital channels to support long-term customer relationships. The study used a quantitative research approach to examine customer perceptions of commonly used digital technologies, including mobile applications, self-service kiosks, and online platforms. A structured survey was used to collect customer experiences, and the data were analysed using statistical methods suitable for identifying relationships between digital experiences and loyalty-related factors. The investigation was theoretically based on the Stimulus–Organism–Response (S-O-R) model. The results showed that customers generally have a positive attitude toward digital tools. That ease of use, clarity of information, trust, and consistency across channels all contribute to favourable brand perceptions. Satisfaction, trust, and engagement were strongly associated with loyalty intentions. The findings also indicated that loyalty programme users demonstrated higher behavioural loyalty than non-users. The study suggested that effective digital tools play an essential role in strengthening customer loyalty in the fast-food sector. The results supported the development of more personalised content, increased visibility of loyalty features, and improved consistency across digital services to better meet customer expectations. Keywords: digital marketing, brand loyalty, trust, engagement, burger king finland, s-o-r model.