The influence of perceived social media marketing activities on brand loyalty

2017 ◽  
Vol 29 (1) ◽  
pp. 129-144 ◽  
Author(s):  
Ahmed Rageh Ismail
Keyword(s):  
Social Media ◽  
Undergraduate Students ◽  
Brand Loyalty ◽  
Social Media Marketing ◽  
Convenience Sample ◽  
Content Type ◽  
Value Consciousness ◽  
Marketing Activities ◽  
The Impact ◽  
The Relationship

Purpose The purpose of this paper is to investigate the impact of social media marketing activities on brand loyalty, value consciousness and brand consciousness. Design/methodology/approach A self-administered questionnaire was developed and administered to a convenience sample of 346 undergraduate students Findings The findings of this research indicated that social media marketing has a significant effect on brand loyalty; brand consciousness and value consciousness mediate the relationship between social media marketing and brand loyalty. Originality/value This study confirms the growing importance of social media marketing. It also provides insights for marketers on envisioning brand loyalty.

scholarly journals The Impact of Social Media Marketing on Consumer - Moderating Role of Gender and Income

2020 ◽  
Vol 7 (7) ◽  
pp. 147
Author(s):  
Shahin Akbarov
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Brand Loyalty ◽  
Cultural Context ◽  
Social Media Marketing ◽  
Lower Income ◽  
Moderation Effect ◽  
Value Consciousness ◽  
Marketing Activities ◽  
The Impact

<p><strong>Purpose</strong>: The purpose of this study is to investigate the impact of social media marketing activities on consumer behavior (i.e. value consciousness, brand consciousness, and brand loyalty) in the light of the moderation effect of gender and income.</p><p><strong>Methodology</strong>: The questionnaire method was used for data collection. 261 questionnaire was gained through convenience and snowball sampling. Data were analyzed with SPSS-24 and AMOS-23. Explanatory factor analysis was first done with SPSS. To test the moderation effects multigroup moderation analysis was performed in AMOS.</p><p><strong>Findings</strong>: SMM (perceived social media marketing activities) impacts brand loyalty (for male, female, and lower-income sample), value consciousness (for male, higher income, and lower-income sample), and brand consciousness (for male, higher income, and lower-income sample). The effect of gender as a moderator is not statistically significant. The effect of income as a moderator is significant in only two paths.</p><p><strong>Originality/Importance</strong>: At a time when social media usage increases and brand loyalty declines, it is important to investigate the impact of social media marketing activities on consumer behavior. The present study underlines the value of replication studies in a cross-cultural context. Besides, the moderation effect of gender and income were tested.</p>

scholarly journals Social media marketing activities and brand loyalty in the telecommunication industry: The mediating role of brand affect.

2020 ◽  
Vol 1 (1) ◽  
pp. 1-10
Author(s):  
Tamer Sharawneh
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Mediating Effect ◽  
Social Media Marketing ◽  
Telecommunication Industry ◽  
Mediating Role ◽  
Marketing Activities ◽  
Brand Affect ◽  
The Impact ◽  
The Relationship

The effect of social media marketing activities on brand loyalty has gotten little attention in the telecommunication industry. The purpose of this study is to investigate the impact of social media marketing activities on brand loyalty as well as to examining the mediating effect of brand affect in the relationship between social media marketing activities and brand loyalty. By using an online self-administrated questionnaire to obtain 409 customers of a telecommunication company in Palestine, the finding of this study revealed that social media marketing activities positively effect brand loyalty. Further, brand affect has been found as a partial mediator in the relationship between social media marketing activities and brand loyalty. Accordingly, theoretical and practical implications as well as recommendations for future studies have been provided.  

scholarly journals PENGARUH SOCIAL MEDIA MARKETING TERHADAP BRAND LOYALTY: EFEK MEDIASI BRAND-VALUE CONSCIOUSNESS PADA MEREK ADIDAS DI INDONESIA

2018 ◽  
Vol 15 (2) ◽  
Author(s):  
Archie Edrick Hermanus
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Mediation Effect ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Brand Value ◽  
Value Consciousness ◽  
The Impact ◽  
The Relationship

The purpose of this study is to investigate the impact of social media marketing on brand loyalty with the mediation effect of brand-value consciousness towards Adidas brand in Indonesia. The analysis method in this study is using structural equation modeling (SEM). Object of this current study is highschool students (or equal) and college students who is using social media and follow Adidas on social media, on the amount of 150 people. Data processing using softwares such as SPSS – PASW Statistics version 18 for Windows OS and IBM – AMOS version 22 for Windows OS. The results of this study indicated that social media marketing has a significant effect on brand loyalty; brand consciousness and value consciousness mediate the relationship beetwen social media marketing and brand loyalty.

Linking social media marketing activities with brand love

Kybernetes ◽  
2017 ◽  
Vol 46 (10) ◽  
pp. 1801-1819 ◽  
Author(s):  
Raed Salah Algharabat
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Brand Love ◽  
Content Type ◽  
Marketing Activities ◽  
Facebook Pages ◽  
The Impact

Purpose This research aims to investigate the link between social media marketing (SMM) activities and brand love. It further investigates the mediating impact of self-expressive brands (inner and social) between the relationships of SMM activities and brand love, which in turn impact brand loyalty. Using the context provided by Facebook, the author contributes in three ways to the nascent marketing literature: by linking SMM activates with brand love, by investigating the mediating impact of self-expressive brands between SMM activities and brand love and by investigating the impact of brand love on brand loyalty. Design/methodology/approach Using a sample of 400 followers of Facebook pages, data were collected and analyzed using structural equation modeling. Findings The findings reveal that SMM activities positively affect self-expressive brands (inner and social), which in turn impact brand love. The author also finds that brand love positively affects brand loyalty. The author further finds that self-expressive brand (inner) fully mediates the relationship between SMM activities and brand love, whereas self-expressive brand (social) partially mediates this relationship. Originality/value Previous researchers neither have the chance to link SMM activities with brand love nor to explain its role as an antecedent to self-expressive brand. Therefore, the author contributes to nascent literature by linking and investigating the mediating impact of self-expressive brands between the relationships of SMM activities and brand love which in turn impact brand loyalty.

scholarly journals The Impact of Perceived Social Media Marketing Activities: An Empirical Study in Saudi Context

2019 ◽  
Vol 11 (1) ◽  
pp. 134 ◽  
Author(s):  
Maha M. Khan
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Model Fit ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Future Research ◽  
Value Consciousness ◽  
Marketing Activities ◽  
The Impact

Purpose &ndash; The purpose is to investigate the impact of social media marketing activities in the context of Saudi consumers of social media. A research model is developed in this study to examine the relationships. Design/methodology/approach &ndash; This research is quantitative and uses the probability sampling technique, simple random sampling. Data is collected through a questionnaire in a survey of 241 Saudi social media users. Structural equation modeling (SEM) with PLS 3 was used with SPSS 22.0 for statistical data analysis. Chi&ndash;square and overall model fit indices further confirm the structural model fit. Findings &ndash; The results indicate that social media marketing activities significantly influence brand loyalty, purchase intentions, value consciousness and brand consciousness; brand loyalty has a significant statistical impact on eWOM; eWOM influences purchase intention significantly; brand consciousness does not mediate the relationship between perceived social media marketing and brand loyalty, while value consciousness mediates this relationship. Research limitations/ future research &ndash; The research is limited to Saudi social media users and this limits the results from being generalized. Future research must be conducted in other countries. Moreover, limited research is conducted with these variables in previous studies. Originality/value &ndash; This article is pioneering in that it investigates the effects of social media marketing in the context of Saudi consumers, a topic of relevance for both marketers and scholars in the era of social media. It provides empirical evidence and valuable insights through a proposed model.

scholarly journals Linking Social Media Marketing Activities to Revisit Intention through Brand Trust and Brand Loyalty on the Coffee Shop Facebook Pages: Exploring Sequential Mediation Mechanism

2021 ◽  
Vol 13 (4) ◽  
pp. 2277
Author(s):  
Blend Ibrahim ◽  
Ahmad Aljarah ◽  
Dima Sawaftah
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Brand Trust ◽  
Mediation Effects ◽  
Revisit Intention ◽  
Marketing Activities ◽  
The Relationship ◽  
Coffee Shops

Social media marketing (SMM) is a new field that involves the marketing of goods, services, information, and ideas via online networks and social media. Drawing on the stimulus-organism-response framework, this study aims to examine how social-media-marketing activities (SMMA) affect brand loyalty, brand trust, and revisit intention (returning to the same place in the future) for coffee shops in Northern Cyprus. Empirical evidence was collected from 415 undergraduate students who follow specific coffee shops on Facebook, and a structural equation modeling approach was applied. The results showed a significant positive influence of SMMA on brand loyalty, brand trust, and revisit intention. The findings show that SMMA are a stronger predictor of revisit intention than brand loyalty and brand trust. Furthermore, brand loyalty and brand trust are significant mediators in the relationship between SMMA and revisit intention. Additionally, the sequential mediation effects of brand loyalty and brand trust in the relationship between SMMA and revisit intention are supported. Overall, with effective SMMA from coffee shops on Facebook, the customer grows confidence in the brand, which increases the level of brand loyalty. This, in turn, encourages revisit intention of the customer. As a result, brand executives on social media platforms (in this case, Facebook) should promote specific SMMA for their brands and engage in such activities to creates brand trust and brand loyalty. These findings contribute to the literature by examining the relationship between SMMA and revisit intention and exploring how SMMA affect revisit intention by adding brand loyalty and brand trust as mediators.

Consumer based brand equity in the 21st century: an examination of the role of social media marketing

2016 ◽  
Vol 17 (3) ◽  
pp. 243-255 ◽  
Author(s):  
Atefeh Yazdanparast ◽  
Mathew Joseph ◽  
Fernanda Muniz
Keyword(s):  
College Students ◽  
Social Media ◽  
Undergraduate Students ◽  
Brand Equity ◽  
Social Media Marketing ◽  
Content Type ◽  
Research Population ◽  
The Cost ◽  
The Impact

Purpose The present research investigates the influence of brand-based social media marketing (SMM) activities on metrics of consumer-based brand equity (CBBE). Specifically, the study examines the role of consumer-brand social media experiences on attitude toward SMM activities of brands and its consequent impact on brand perceptions. Design/methodology/approach Paper-and-pencil surveys were administered to undergraduate students in a Southwestern university in exchange for extra credit. Survey questions were adapted from previously validated scales, and measurement adaptations were minimal and only related to the context of questions to assure their relevance with the context of this study. Bi-variate correlation, bootstrapping technique, Sobel test, ANOVA and linear regression were used to test the hypotheses. Findings The results indicate that brand-based SMM is essential in impacting consumers’ attitudes toward brands and consequently, CBBE reflected via perceived value for the cost, perceived uniqueness and the willingness to pay a price premium for a brand. Additionally, the main reason for individuals to use social media impacts their attitudes toward and receptiveness of SMM activities of brands. Research limitations/implications This study used a sample of college students to address the research questions. Considering the higher adoption rate and interest in social media among younger consumer groups, the results may not be representative of the entire population. Much of the existing research on social media, however, has focused on undergraduate college students and is primarily based on studies utilizing the similar research population. Originality/value The present research is one of the few studies that empirically examine the impact of consumer-brand interactions/experiences on consumers’ attitudes toward SMM activities of brands, as well as brand-related knowledge and perceptions as reflected by CBBE. The results indicate that the CBBE model of the twenty-first century should incorporate the role of brand-based SMM activities as facilitators of brand knowledge (i.e. brand awareness and brand image) by reinforcing or even shaping important brand-based associations.

The influence of social media marketing activities on customer loyalty

2018 ◽  
Vol 25 (9) ◽  
pp. 3882-3905 ◽  
Author(s):  
Mayank Yadav ◽  
Zillur Rahman
Keyword(s):  
Social Media ◽  
Customer Loyalty ◽  
Positive Influence ◽  
Customer Equity ◽  
Social Media Marketing ◽  
Content Type ◽  
Five Dimensions ◽  
Theoretical Support ◽  
Marketing Activities ◽  
The Impact

PurposeThe purpose of this paper is to examine the impact of perceived social media marketing activities (SMMAs) on customer loyalty via customer equity drivers (CEDs) in an e-commerce context.Design/methodology/approachThe study surveyed 371 students from a large university in India. The data were analyzed via confirmatory factor analysis and the research hypotheses were examined using SEM.FindingsThe study revealed three key findings. First, perceived SMMAs of e-commerce comprise five dimensions, namely, interactivity, informativeness, word-of-mouth, personalization and trendiness. Second, perceived SMMAs of e-commerce have significantly and positively influenced all the drivers of customer equity (CEDs). Third, the CEDs of e-commerce exhibit a significant and positive influence on customer loyalty toward the e-commerce sites.Practical implicationsThis study will help e-commerce managers to boost customer loyalty toward the e-commerce sites through perceived SMMA.Originality/valueThe study is the first to identify five dimensions of e-commerce perceived SMMA. The current study also introduces the stimulus–organism–response model as a theoretical support to connect perceived SMMAs of e-commerce to customers’ loyalty via CEDs. This is supposed to be the first study to examine the impact of perceived SMMA on customer loyalty toward the e-commerce sites via CEDs in the e-commerce industry.

scholarly journals Examining Brand Loyalty & Brand Consciousness through the lens of Social Media Marketing

2018 ◽  
Vol 2 (3) ◽  
pp. 86-91
Author(s):  
Qazi Mohammed Ahmed ◽  
Iftikhar Hussain
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Structural Model ◽  
Positive Impact ◽  
Positive Influence ◽  
Social Media Marketing ◽  
Convenience Sample ◽  
Brand Engagement ◽  
Engagement Strategies ◽  
Marketing Activities

The study explores how social media marketing activities build brand loyalty and how this relationship is mediated through brand consciousness. The empirical investigation involves a self-administered and a structured questionnaire, distributed through a convenience sample of 320 under-graduate and graduate students. Data analysis was conducted through SPSS 23.0 for demographic comparisons and SmartPLS 3 for evaluating the measurement and structural model of the study. The findings show that social media marketing has a significant positive influence on brand loyalty but this relationship is partially mediated by brand consciousness. In the same manner, social media marketing exerts a significant positive impact on brand consciousness and resultantly, brand consciousness also exerts a significant positive impact on brand loyalty.  The results provide valuable insights for marketers in integrating social media as a driving tool for developing brand engagement strategies that not only provide awareness about products/services but also generate a cult following for them. 

Impact of online social media activities on marketing of green products

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Meesha Gupta ◽  
Asif Ali Syed
Keyword(s):  
Social Media ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Green Products ◽  
Content Type ◽  
Online Social Media ◽  
Indian Consumers ◽  
Premium Price ◽  
Marketing Activities ◽  
The Relationship

Purpose The purpose of this paper is to identify, empirically analyze and validate the relationship between various social media marketing activities influencing the attitude of Indian consumers toward green products and their willingness to pay (WTP) a premium price for them. Design/methodology/approach Data was collected from 536 respondents who not only use various social media channels for purchases and gaining information but also prefer and buy green products across India. Exploratory factor analysis was done for the refinement and validation of the questionnaire items, and structural equation modeling was used to analyze the relationship among various variables. Findings The findings of the empirical study confer consumer’s attitude toward green products being shaped by four main social media marketing activities, namely, word of mouth, interaction, entertainment and customization, whereas trendiness was found to be insignificant toward predicting consumer’s attitude. The positive attitude so formed has a significant and positive impact on the willingness of consumers to pay a premium price for green products. Originality/value This research takes a lead in analyzing the construct WTP a premium for green products because this has been comparably less explored in Indian context. As spending a little extra by Indian consumers is a super sensitive issue, studying their willingness is therefore an important construct to be taken into account.

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