Building Customer Engagement and Brand Loyalty through Online Social Media: An Exploratory Study

This research explores the use of the online social media network Pinterest in brand-to-consumer engagement and brand loyalty. The basis of the study was formed upon previous research on brand loyalty, online brand communities, brand experiences, and emotional connections to brands. Brand loyalty is defined in this study as pins, likes, or comments on a post by one of three food brands: Cooking Light, Food Network, and Kraft Foods. Content analyses were conducted over a two-week period to observe the number and types of posts by the three brands and the interaction with their Pinterest followers. It was found that consumers who engage with brands on social networks sites, such as Pinterest, do have positive brand experiences, which has been previously linked to increased brand loyalty.

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The Effect of Customer Engagement Social Media to Brand Loyalty Indosat Ooredoo

Ekonomi Bisnis ◽

10.17977/um042v25i1p38-52 ◽

2020 ◽

Vol 25 (1) ◽

pp. 38

Author(s):

Lafi Afifah ◽

Arianis Chan ◽

Healthy Nirmalasari

Keyword(s):

Social Media ◽

Brand Loyalty ◽

Research Method ◽

Linear Regression Analysis ◽

Sampling Technique ◽

Customer Engagement ◽

Coefficient Of Determination ◽

Simple Linear Regression ◽

Descriptive Research ◽

Medium Level

This research aims to study and determine about the condition of customer engagement social media, the condition of brand loyalty on Indosat Ooredoo and effects of customer engagement social media to brand loyalty on Indosat Ooredoo. The research method that used is descriptive research and the design of research is survey. The sampling technique that used is non-probability sampling and done by using purposive sampling with 300 respondents. Meanwhile, data analysis that used is simple linear regression-analysis, the coefficient of determination, and hypothesis testing.The result of this study shown the condition of customer engagement and brand loyalty on Indosat Ooredoo has been good. Furthermore, there is significant effect from customer engagement social media to brand loyalty on Indosat Ooredoo at medium level. It is mean every increasing from customer engagement will impact to increasing on brand loyalty.

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Effect of Social Media Marketing on Customer Engagement and its Impact on Brand Loyalty in Caring Colours Cosmetics, Martha Tilaar

Binus Business Review ◽

10.21512/bbr.v7i1.1458 ◽

2016 ◽

Vol 7 (1) ◽

pp. 83 ◽

Cited By ~ 6

Author(s):

Brian Garda Muchardie ◽

Nabila Hanindya Yudiana ◽

Annetta Gunawan

Keyword(s):

Social Media ◽

Data Analysis ◽

Path Analysis ◽

Brand Loyalty ◽

Quantitative Method ◽

Social Media Marketing ◽

Customer Engagement

The purpose of this research was to determine the influence of social media marketing against customer engagement and its impact on brand loyalty. Methods applied is a quantitative method by distributing questionnaire to 100 customers. Data analysis was applied path analysis. The results of this study shows that social media marketing has a positive and significant impact on customer engagement, on brand loyalty, and on customer engagement, and its impact on brand loyalty where customer engagement has a greater influence on brand loyalty than social media marketing.

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Exploring Drivers and Outcomes of Lurking Engagement and Posting Engagement in Social Media-Based Brand Communities:

Asia Proceedings of Social Sciences ◽

10.31580/apss.v8i1.1917 ◽

2021 ◽

Vol 8 (1) ◽

pp. 21-24

Author(s):

Kashif Farhat ◽

Wajeeha Aslam ◽

Sany Sanuri

Keyword(s):

Social Media ◽

Brand Loyalty ◽

Sem Analysis ◽

Customer Engagement ◽

Expected Returns ◽

Brand Communities ◽

Engagement Behavior

Social media-based brand communities (SMBBC) offer valuable opportunities for brands to build customer engagement (CE). Hitherto brands lack the knowledge of the forms of engagement in SMBBC that drive brand loyalty, effectiveness of investment in SMBBC, and the expected returns on the investment. Hence, the main objective of the study is to determine the drivers of CE in SMBBC, identify how they relate to two forms of engagement behaviors: lurking and posting, and their influence on resulting brand loyalty. PLS-SEM analysis of 229 fans of brands on Facebook established that significant differences exist between the drivers for lurking and posting engagement by hedonic and utilitarian brands type. Lurking engagement emerged as a significant and a stronger type of engagement behavior for brand loyalty than posting engagement. The study furnishes valuable insights on lurking and posting engagement and the variation in these engagement forms by hedonic and utilitarian brands in SMBBC.

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PENGARUH SOCIAL MEDIA MARKETING PADA CUSTOMER ENGAGEMENT DAN DAMPAKNYA TERHADAP BRAND LOYALTY DI BUTTONSCARVES

Jurnal Mitra Manajemen ◽

10.52160/ejmm.v4i5.383 ◽

2020 ◽

Vol 4 (5) ◽

pp. 679-691

Author(s):

Kanya Azalea Hidayat ◽

Erni Martini

Keyword(s):

Social Media ◽

Path Analysis ◽

Brand Loyalty ◽

Social Media Marketing ◽

Customer Engagement ◽

Convenience Sampling

Tujuan dari penelitian ini yaitu untuk mengetahui bagaimana pengaruh social media marketing terhadap customer engagement dan dampaknya terhadap brand loyalty dengan objek penelitian Buttonscarves sebagai salah satu pelopor hemming di Indonesia, yaitu laser cut. Metode penelitian yang digunakan dalam penelitian ini adalah metode kuantitatif dengan pengumpulan data melalui kuesioner menggunakan skala likert. Dengan jumlah sampel yang diambil sebanyak 400 responden. Kriteria responden diukur dengan menggunakan teknik convenience sampling dengan kriteria responden yang dilibatkan adalah responden yang sudah menjadi pengikut pada akun Instagram Buttonscarves. Setelah itu data di analisis menggunakan teknik analisis jalur (Path Analysis) dan diolah menggunakan software statistik SPSS versi 25. Berdasarkan hasil pengujian hipotesis menunjukkan bahwa terdapat pengaruh social media marketing terhadap customer engagement di Buttonscarves, terdapat pengaruh social media marketing terhadap brand loyalty di Buttonscarves, terdapat pengaruh customer engagement terhadap brand loyalty di Buttonscarves, serta terdapat pengaruh secara simultan social media marketing dan customer engagement terhadap brand loyalty di Buttonscarves.

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Brand strategies for elevating love, loyalty, and engagement

Strategic Direction ◽

10.1108/sd-11-2020-0200 ◽

2020 ◽

Vol ahead-of-print (ahead-of-print) ◽

Keyword(s):

Social Media ◽

Brand Loyalty ◽

Critical Role ◽

Performance Outcomes ◽

Customer Engagement ◽

Content Type ◽

Positive Representation ◽

Pertinent Information ◽

Brand Strategies ◽

Positive Effect

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings This research paper's conceptual framework concentrates on the potential of social media-based interactions to boost brand loyalty and customer engagement. The results reveal that customer engagement behavior plays a critical role in affecting brand loyalty and social interaction. Furthermore, satisfying brand experiences on social media have a positive effect on the performance outcomes of the broader consumer brand experience. Social media managers are therefore advised to entertain consumers with multi-layered content that conveys fun and exciting features, to maintain a positive representation of the brand and products, and to reward the value that's co-created when customers leave comments, for example. Originality/value The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

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The role of parasocial relationship in social media marketing: testing a model among baby boomers

International Journal of Contemporary Hospitality Management ◽

10.1108/ijchm-08-2020-0873 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Yunying Zhong ◽

Valeriya Shapoval ◽

James Busser

Keyword(s):

Social Media ◽

Baby Boomers ◽

Brand Loyalty ◽

Relationship Building ◽

Social Media Marketing ◽

Customer Engagement ◽

Related Factors ◽

Parasocial Relationships ◽

Content Type ◽

Parasocial Relationship

Purpose This study aims to apply parasocial relationship theory to understand the hospitality brand-consumer relationship on social media. Aiming to examine brand-initiated mechanisms that drive relationship development, the study identified two sets of brand actions as antecedents, namely, content-related (utilitarian and hedonic benefits) and interaction-related factors (perceived interactivity and openness). This study also investigated the subsequent impacts of parasocial relationships on customer engagement behaviors and brand loyalty. As baby boomers are an important but understudied consumer cohort in social media marketing, this study empirically tested the proposed model for this specific group. Design/methodology/approach A survey was conducted electronically with baby boomer consumers from the USA. The partial least squares analysis was used to test the model validity for this consumer group. Findings The results of this study showed that content-related factors had significant effects on the parasocial relationship, which, in turn, significantly influenced customer engagement and brand loyalty. Research limitations/implications This study responds to the recent calls from scholars on developing and expanding a nomological network of parasocial relationships to understand consumer-brand relationships in social media. By focusing on baby boomers, this study adds unique insights on understanding online relationships and engagement, specifically for this cohort. Future studies should expand the study by examining other generations, platform differences or using longitudinal methods. Practical implications This study informs hospitality marketers in the development and implementation of a successful Facebook relationship building campaign targeting baby boomers. Originality/value According to the authors’ knowledge, this is the first study known to have developed a coherent parasocial relationship model that combined content-related benefits, interaction-related factors, online engagement and brand loyalty. It also represents one of the few to examine how hospitality brands can build a parasocial relationship with baby boomers, an important but cohort, on social media and provide actionable insights to hospitality marketers for this generation.

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Pengaruh Social Media Marketing terhadap Customer Engagement dengan Loyalitas Merek dan Kepercayaan sebagai Variabel Mediasi

Jurnal Ilmu Manajemen ◽

10.26740/jim.v9n3.p1124-1137 ◽

2021 ◽

Vol 9 (3) ◽

pp. 1124-1137

Author(s):

Rachmadhaniyati Rachmadhaniyati ◽

Sanaji Sanaji

Keyword(s):

Social Media ◽

Brand Loyalty ◽

Technological Development ◽

Rapid Development ◽

Sampling Technique ◽

Partial Least Square ◽

Least Square ◽

Social Media Marketing ◽

Customer Engagement ◽

Online Questionnaire

The rapid development of technology has an impact that can be seen from changes in people's lifestyles. Some marketers take advantage of this technological development by marketing their products through social media. For this reason, marketers must also be able to adjust marketing channels through social media so that users can access them easily. Marketing tools through social media are the marketplace, Facebook, Twitter, Instagram, and others. This study aims to determine the effect of social media marketing on customer engagement with brand loyalty and trust as mediating variables on online shop actors. This study uses 200 samples collected through an online questionnaire with a purposive sampling technique with criteria of at least 16 years of age, active social media users, and having shopped online. We used the Partial Least Square (PLS) method to test the hypothesis. The results of this study indicate that social media marketing affects customer engagement. This study also proves that brand loyalty and trust have a significant relationship with social media marketing. However, it was found that trust did not affect customer engagement. That is, trust is not able to strengthen the influence of social media marketing on customer engagement.

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