Features of forming consumer loyalty to dietary supplement brands through digital channels

Abstract

In the context of the digital transformation of the economy, the formation of consumer loyalty to dietary supplement brands is acquiring new substantive characteristics and instrumental solutions. The educational space in the digital era, which involves the implementation of innovative technologies and electronic educational resources, creates additional opportunities for integrating marketing, communication, and educational strategies in the field of dietary supplement circulation. The growth of online communications, the expansion of e-commerce, and the active use of social media and specialized healthcare platforms necessitate a reconsideration of the mechanisms for building trust, commitment, and long-term interaction between a brand and a consumer. The aim is to determine the specific features and mechanisms of forming consumer loyalty to dietary supplement brands through digital channels within the educational space of the digital era.