Effects of Social Media Marketing and Selected Marketing Constructs on Stages of Brand Loyalty

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.

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The Impact of Social Media Marketing on Brand Loyalty in Fast-Moving Consumer Good (FMCG) Markets

Journal of Business Research - Turk ◽

10.20491/isarder.2020.892 ◽

2020 ◽

Vol 12 (2) ◽

pp. 1023-1035

Author(s):

Mohammad Moein ABASIN ◽

Farid HUSEYNOV

Keyword(s):

Social Media ◽

Brand Loyalty ◽

Fast Moving ◽

Consumer Good ◽

Social Media Marketing ◽

The Impact

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Factor model of social media marketing effect on brand loyalty

SHS Web of Conferences ◽

10.1051/shsconf/20196504011 ◽

2019 ◽

Vol 65 ◽

pp. 04011

Author(s):

Olga Chubukova ◽

Iuliia Kostynets ◽

Igor Ponomarenko ◽

Nataliia Rallie ◽

Yuliia Zymbalevska

Keyword(s):

Social Media ◽

Direct Effect ◽

Brand Loyalty ◽

Theory And Practice ◽

Marketing Communications ◽

Social Media Marketing ◽

Future Research ◽

Marketing Theory ◽

Brand Trust ◽

Brand Affect

This research presents the model regarding core factors of social media marketing effect on brand loyalty. The conceptual model was defined based on the five hypotheses. It was conducted a reliability analysis based on the internal consistency of measurements, using Cronbach Alpha and composite reliability coefficients. The model shows that the characteristics of social media marketing communications have a direct effect on brand trust and brand affect. It also demonstrates that brand trust has a direct effect on brand affect and on brand loyalty. Brand affect has also a direct effect on brand loyalty. The research demonstrated that social media marketing communication has the capacity to influence brand trust and brand affect, the two main determinants of brand loyalty. The model shows that the characteristics of social media marketing communications have a direct effect on brand trust and brand affect. It also demonstrates that brand trust has a direct effect on brand affect and on brand loyalty. Brand affect has also a direct effect on brand loyalty. Therefore, all five research hypotheses were validated. The implications for marketing theory and practice are discussed, and avenues for future research are proposed.

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INFLUENCE OF SOCIAL MEDIA MARKETING, ELECTRONIC WORD OF MOUTH AND CONSUMER ENGAGEMENT TO BRAND LOYALTY IN INDONESIA GRAB COMPANY

International Journal of Business and Social Science Research ◽

10.47742/ijbssr.v2n2p3 ◽

2021 ◽

pp. 16-26

Author(s):

Bismoaziiz Bismoaziiz ◽

Usep Suhud ◽

Saparuddin Saparuddin

Keyword(s):

Social Media ◽

Brand Loyalty ◽

Structural Equation ◽

Quantitative Research ◽

Word Of Mouth ◽

Social Media Marketing ◽

Analysis Tool ◽

Electronic Word Of Mouth ◽

Exogenous Variables ◽

Endogenous Variables

This study aims to analyze social media marketing, electronic word of mouth, and consumer attachment to brand loyalty in Grab Indonesia. The research design used is quantitative research with a causal approach that examines the effect of exogenous variables (social media marketing, electronic word of mouth, and consumer attachment) on endogenous variables (brand loyalty). The population in this study were consumers of social media followers (Instagram) grab with an infinite number, therefore sampling was carried out using purposive sampling with the consideration of respondents as followers of Instagram grab with a minimum period of following is 6 months and has given "likes" to the grab Instagram posts. The sample used in this study were consumers of online transportation companies (grab) as many as 300 respondents. This research analysis tool uses a structural equation model (SEM). The results showed that the exogenous variables (social media marketing, electronic word of mouth, and consumer attachment) positively and significantly affect endogenous variables (brand loyalty). The variable that has the highest value in influencing brand loyalty is social media marketing. Meanwhile, the variable that directly influences brand loyalty with the lowest regression coefficient is electronic word of mouth.

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

Scholedge International Journal of Multidisciplinary & Allied Studies ISSN 2394-336X ◽

10.19085/sijmas070701 ◽

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

Purpose: 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.Methodology: 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.Findings: 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.Originality/Importance: 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.

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Using TikTok in Social Media Marketing to Create Brand Awareness, Brand Image, and Brand Loyalty on Tourism Sector in Indonesia

The Winners ◽

10.21512/tw.v22i2.7597 ◽

2021 ◽

Vol 22 (2) ◽

Author(s):

Santi Rimadias ◽

Nesta Alvionita ◽

Adinda Putri Amelia

Keyword(s):

Social Media ◽

Brand Loyalty ◽

Quantitative Methods ◽

Brand Image ◽

Partial Least Square ◽

Least Square ◽

Social Media Marketing ◽

Brand Awareness ◽

Brand Engagement ◽

Tourism Sector

The research aims to examine the factors that form brand awareness and brand image of the tourism sector in Indonesia by using the model social media marketing on TikTok platform. The research was conducted quantitative methods using a survey of 220 respondents who were users of the TikTok application. Data collection was carried out from April to May 2021, and processed using Structural Equation Model Partial Least Square (SEM PLS). Convenience sampling was used in this research. The results show that entertainment, electronic word of mouth, and interaction positively affect consumer brand engagement. Trendiness and customization do not affect consumer brand engagement. Furthermore, consumer brand engagement positively affects brand loyalty, brand awareness, and brand image. The implication of this research is a reference for managers and policymakers in formulating strategies to improve the tourism sector in Indonesia using the model Social Media Marketing on TikTok.

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

Asia Proceedings of Social Sciences ◽

10.31580/apss.v2i3.278 ◽

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.

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