World Social Marketing Conference 2025

This session explores how pre-purchase Electronic Customer Relationship Management (E-CRM) enhances electronic service quality (e-SQ), satisfaction, and loyalty in digital marketplaces. Using Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis of 1,124 respondents, it examines the impact of website design, search capabilities, and loyalty programs. Academics and practitioners will gain insights into optimizing pre-purchase digital experiences, fostering trust, and driving sustainable loyalty—critical for socially responsible digital marketing.