Will Marketing Automation Encourage Repurchase Intention Through Enhancing Brand Experience? An Empirical Study of Omni-Channel Retailing in China

Marketers adopt marketing automation tools to reach more potential lead customers through behavioral tracking systems and sending personalized marketing information. The advantages have been acknowledged by practitioners but lack depth understanding from customers’ viewpoints—how do customers value personalized marketing content. Thus, this research aims to fill the gap through distributing online survey to “digital natives” who have online purchase experience and stay active on social media in mainland China. Three hundred and eighty-two valid responses were generated and examined through performing structural equation modeling (SEM) via AMOS 26. The findings demonstrate that emerging components of marketing automation include enhanced consumer engagement, personalization and integrated channel performance. These MA elements contribute to positive brand experience, yet privacy concern does not jeopardize customers’ brand experience. And positive brand experience derived from MA adoption would increase repurchase intention of the same brand.