Digital Agility's Impact on Brand Sustainability and the Mediating Role of Customer Experience in Fast-Moving Consumer Goods Marketing

Abstract

In this dynamic market, the increasing tech-savviness of consumers, a focus on sustainability, and shifting purchasing behaviors highlight the importance of brand sustainability and building long-term relationships between customers and brands. To stay competitive, businesses need to adjust their market segmentation strategies and adopt digital transformation. This study examines how companies can leverage digital agility and customer experience to strengthen customer relationships and promote brand sustainability. Using a mono-quantitative approach, data were gathered through a cross-sectional survey of 461 customers in Nigeria's fast-moving consumer goods (FMCG) sector and analyzed with Partial Least Squares Structural Equation Modeling (PLS-SEM). The goal is to show how customer-centered marketing strategies can support brand sustainability through digital agility. The results indicate that digital agility has a significant impact on brand sustainability, with customer experience also having a strong and meaningful effect on this outcome. Notably, the study demonstrates that customer experience mediates the relationship between digital agility and brand sustainability. The findings aim to provide a universal research model applicable across different contexts to examine how digital agility and customer experience can drive brand sustainability and business growth through enhanced digital customer interactions.