Environment and Social Psychology

The interplay of cultural environment and individual psychology: How festival branding fosters loyalty through social word-of-mouth

Baoyin Hu

Faculty of Applied and Creative Arts, Universiti Malaysia Sarawak, 94300 Kota Samarahan, Malaysia ；Journalism and Communication School, Qilu Institute of Technology, 250200, China

Qistina Donna Lee Abdullah

Faculty of Applied and Creative Arts, Universiti Malaysia Sarawak, 94300 Kota Samarahan, Malaysia

DOI: https://doi.org/10.59429/esp.v11i2.4503

Keywords: brand image; brand engagement; word-of-mouth intention; brand loyalty; Jinan Spring Water Festival

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Abstract

This study explores how the cultural environment of the Jinan Spring Water Festival shapes individuals’ psychological responses and social behaviors, with particular attention to the mechanisms through which festival experiences foster long-term loyalty. Situated within a broader sociocultural context, the festival functions not only as a cultural event but also as a shared social space that facilitates emotional connection, social interaction, and collective meaning-making among participants. Drawing on a quantitative research design, data were collected from 200 participants to examine how perceptions of the festival environment influence audience engagement, communicative intentions, and subsequent loyalty behaviors. The findings indicate that positive perceptions of the festival’s cultural atmosphere and experiential qualities significantly enhance participants’ willingness to engage in word-of-mouth communication, which in turn strengthens their loyalty to the event. These results highlight the pivotal mediating role of word-of-mouth intention in linking individual psychological responses to sustained engagement. By framing festival participation as a socially embedded experience, this study contributes to the social psychology of cultural consumption and offers practical insights for festival organizers seeking to cultivate enduring audience relationships through meaningful cultural and social interaction.

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