scholarly journals Sosyal Medya Pazarlamasının Marka Değeri, Marka Güveni ve Marka Bağlılığı Üzerindeki Etkisinin Belirlenmesi: Bir Araştırma (Determination of the Effect of Social Media Marketing on Brand Value, Brand Trust and Brand Loyalty: An Investigation)

2021 ◽  
Vol 4 (13) ◽  
pp. 3076-3089
Author(s):  
A. Buğra Hamşıoğlu ◽  
M. Murat Nalcı
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Social Media Marketing ◽  
Brand Value ◽  
Brand Trust

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.

scholarly journals Factor model of social media marketing effect on brand loyalty

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.

The effect of social media marketing on brand trust and brand loyalty for hotels

2016 ◽  
Vol 16 (3) ◽  
pp. 249-263 ◽  
Author(s):  
Şahika Burçin Tatar ◽  
İrem Eren-Erdoğmuş
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Social Media Marketing ◽  
Brand Trust

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.

scholarly journals The Analysis of Online Brand Community, Online Perceived Brand Reputation, Brand Trust, Brand Loyalty at Cafe Businesses Based in Surabaya

2018 ◽  
Vol 1 (1) ◽  
pp. 11-22
Author(s):  
Felyshia Aditya Kurniawan ◽  
Michael Adiwijaya
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Sampling Technique ◽  
Social Media Marketing ◽  
Brand Trust ◽  
Brand Community ◽  
Brand Reputation ◽  
Price Range ◽  
Social Media Platforms ◽  
Online Brand Community

The internet has become a human lifestyle. Many business people took advantage of this opportunity to market their business by using social media marketing strategy on Facebook or Instagram. Activities in the online brand community on social media platforms could build consumer perceptions of a brand inside the online world and would form a belief in the brand that ultimate to loyalty. Therefore, social media marketing must be known for its effectiveness. This study aims to determine the influence of the online brand community on online perceived brand reputation, brand trust, and brand loyalty at cafes in Surabaya. The method used in this study is quantitative by spreading the questionnaires to 240 respondents of college students both online and offline. The research using purposive sampling technique and the sample used in this research is the consumers of De Mandailing Cafe & Eatery, Panties Pizza, and Warunk Upnormal in Surabaya where the three cafes are considered to represent the whole cafes with the same quality, consumers, service system, and price range. From the results of this study, it can be concluded that online brand community has a significant impact on brand loyalty through online process perceived brand reputation and brand trust.

The Impact of Social Media Marketing on Brand Trust and Brand Loyalty

2020 ◽  
Vol 10 (1) ◽  
pp. 15-31
Author(s):  
M. Sadiq Sohail ◽  
Mehedi Hasan ◽  
Azlin Fathima Sohail
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Process Model ◽  
Social Media Marketing ◽  
Brand Trust ◽  
Brand Communities ◽  
Equation Modelling ◽  
Stage Process ◽  
The Impact

Social media gives firms a better platform to promote and build brand trust and loyalty. The objective of this study is to develop and validate a conceptual model that integrates the relationships among social media marketing elements, brand trust, and brand loyalty. Data was collected from 242 social media users in Saudi Arabia and the model was tested by employing structural equation modelling using SPSS and AMOS. The model was tested using a two-stage process, model evaluation and testing the significance of the model. Results of the hypotheses tests reveal that brand communities, entertainment, interaction, and customization features have a significant and positive relationship with brand trust and brand loyalty. The findings of this study provide a guide to social media marketers to build brand trust and loyalty.

scholarly journals The Nexus between Social Media Marketing Activities and Brand Loyalty in Hotel Facebook Pages

Tourism ◽  
2021 ◽  
Vol 69 (2) ◽  
pp. 228-245
Author(s):  
Blend Ibrahim
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Purchase Intention ◽  
Measurement Model ◽  
Moderating Effect ◽  
Mediating Effect ◽  
Social Media Marketing ◽  
Brand Trust ◽  
Marketing Activities ◽  
Marketing Tool

This study advances research on social media marketing activities (SMMA) and brand trust by empirically exploring their relationships with brand loyalty, and purchase intention, among a representative cross-section of five-star (5) hotels and four-star (4) hotels Facebook profiles in Kyrenia City (Northern Cyprus). The data gathered for this research adds to our understanding of today's social media marketing as a new-generation marketing tool. This study also tests for the mediating effect of brand trust and the moderating effect of hotel ratings (five-star/four-star) on the proposed relationships. Based on 407 customers that were surveyed, the results indicate that SMMA did have a positive effect on brand loyalty, purchase intention, and brand trust. Hotel ratings (five-star/four-star) moderate the link between SMMA and brand loyalty; however, the link between SMMA and purchase intention was moderated by hotel ratings (five-star/four-star). The results showed that hotel ratings (five-star/four-star) made no difference at the model level. Therefore, the multi-group moderating effect of hotel ratings on the measurement model was tested at the path level. Lastly, the mediation outcome of brand trust was partially supported. Thus, consequential recommendations have been put forward.

scholarly journals MODEL OF STRENGTHENING BRAND LOYALTY FOR EDC (Electronic Data Capture) USERS OF BANK RAKYAT INDONESIA (Persero) LTD.

2017 ◽  
Vol 2 (3) ◽  
pp. 13
Author(s):  
Sandi Sutopo Ariwibowo ◽  
Widodo Widodo2
Keyword(s):  
Social Media ◽  
Structural Equation Modeling ◽  
Service Quality ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Data Capture ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Electronic Data Capture ◽  
Brand Trust

The present study aimed to test a model in which service quality�� and social media marketing predict brand trust and brand loyalty. A total of 100 respondents completed questionnaires on service quality, social media marketing, brand trust and brand loyalty. Results from structural equation modeling based smartPLS 3.0 confirmed that 1) service quality was positively related to brand trust and brand loyalty; 2) brand trust was positively related to brand loyalty; and 3) social media marketing moderated the relationships between service quality and brand trust as well as service quality and brand loyalty.Keywords: Service quality, Social media marketing, Brand trust,Brand loyalty.

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