Omnichannel marketing and consumer loyalty under restricted access to digital platforms

Alsu Nabieva; Leonid DASHKOV; Bulat Karimov

doi:10.29039/2409-6024-2026-247-262

VAK Russia 5.2.1 UDC 339.138 VAK Russia 5.2.3 VAK Russia 5.2.4 VAK Russia 5.2.5 VAK Russia 5.2.6 VAK Russia 5.2.7

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OMNICHANNEL MARKETING AND CONSUMER LOYALTY UNDER RESTRICTED ACCESS TO DIGITAL PLATFORMS Omnichannel marketing and consumer loyalty under restricted access to digital platforms

АА Аа

Published in Russian Journal of Management · Volume 14, Issue 8 · Pages 247–262 · Rubric: Marketing and logistics

DOI: https://doi.org/10.29039/2409-6024-2026-247-262

Received: 25.08.2026 Accepted: 26.08.2026 Published: 20.09.2026

Authors

Alsu Nabieva

Leonid DASHKOV

Bulat Karimov

Alsu Nabieva

Academic degree: doctor of economic sciences

Science rang: professor

Russian University of Cooperation Rector · Moscow

Leonid DASHKOV

Academic degree: doctor of economic sciences

Science rang: professor

Rossiyskiy universitet kooperacii professor kafedry · Russian Federation · Москва

Izdatel'sko-torgovaya korporaciya «Dashkov i K°» general'nyy direktor · Russian Federation · Москва

Bulat Karimov

Academic degree: doctor of economic sciences

Science rang: docent

Russian University of Cooperation professor · Russian Federation

ABSTRACT

The purpose of the study: to identify approaches to omnichannel marketing and determine the impact of limited access to digital platforms on consumer loyalty. Research methodology: scientific analysis and systematization of domestic and foreign works on omnichannel, consumer loyalty, study of open statistical data on the transformation of the Russian advertising market and e-commerce in 2019-2024. Research results: characteristics of the formation of omnichannel were revealed, the transformation of the infrastructure of digital marketing and its channels was justified, and the mechanism of loss of loyalty during the transition between channels was revealed. A typology of approaches to omnichannel marketing is proposed. Originality and significance of results: in the context of the development of the Russian digital market, omnichannel is considered in a single complex with the results of the formation of consumer loyalty, and the proposed typology allows companies to use approaches to developing their own marketing strategies in the face of restrictions on access to platforms.

KEYWORDS

omnichannel, omnichannel marketing, consumer loyalty, digital platforms, customer experience, digital transformation

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Aleksandr Suglobov

a_suglobov@mail.ru

Deputy Editor-in-chief

Aleksey S. Mindrin

Publishing editor

Nadezhda Troitskaya

nn2209@mail.ru +7(915)259-03-86

This work is licensed under Creative Commons Attribution-NonCommercial 4.0 International Creative Commons

GOST

Nabieva A. R., DASHKOV L. P., Karimov B. N. Omnichannel marketing and consumer loyalty under restricted access to digital platforms // Russian Journal of Management. 2026. no. 8. pp. 247-262. DOI: https://doi.org/10.29039/2409-6024-2026-247-262. (Date of access 29.10.2026).

MLA

Alsu Nabieva, DASHKOV L. P., Karimov B. N.. "Omnichannel marketing and consumer loyalty under restricted access to digital platforms." Russian Journal of Management 14.8 (2026): 247-262. DOI: https://doi.org/10.29039/2409-6024-2026-247-262.

APA

Nabieva A. R., DASHKOV L. P., Karimov B. N. (2026). Omnichannel marketing and consumer loyalty under restricted access to digital platforms. Russian Journal of Management, 14(8), 247-262. https://doi.org/10.29039/2409-6024-2026-247-262

Chicago

Alsu Nabieva, DASHKOV L. P., Karimov B. N.. "Omnichannel marketing and consumer loyalty under restricted access to digital platforms." Russian Journal of Management 14, no. 8 (2026): 247-262. https://doi.org/10.29039/2409-6024-2026-247-262.

WIKI

{{cite journal | author = Nabieva A. R., DASHKOV L. P., Karimov B. N. | title = Omnichannel marketing and consumer loyalty under restricted access to digital platforms | journal = Russian Journal of Management | year = 2026 | volume = 14 | issue = 8 | pages = 247-262 | doi = 10.29039/2409-6024-2026-247-262 }}

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OMNICHANNEL MARKETING AND CONSUMER LOYALTY UNDER RESTRICTED ACCESS TO DIGITAL PLATFORMS Omnichannel marketing and consumer loyalty under restricted access to digital platforms

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