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. 

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 Linking Social Media Marketing Activities with Brand Love: Perspective on Brand Fashion

2019 ◽  
Vol 8 (2S9) ◽  
pp. 314-321
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Positive Impact ◽  
Equation Model ◽  
Social Media Marketing ◽  
Brand Love ◽  
Marketing Activities ◽  
The Impact ◽  
Positive Effect

The purpose of this study is to investigate the impact of social media marketing activities on brand love which resulted in brand loyalty. The sample used was Instagram users who were customers of four fashion brands (Nike, H&M, Zara, Adidas) as many as 280 respondents. The method used is a non-probability sampling using a structural equation model that is run by the AMOS program. The results of this study indicate that social media marketing activities have a positive effect on self-expressive brands (inner and social), social media marketing activities have a positive impact on brand love, self-expressive brands (inner and social) have a positive effect on brand love, brand love has an effect positive for brand loyalty. The managerial implications suggested in this study include fashion social media brands that contain exciting content, managers provide product size customization, easy-to-remember product design, launching the limited edition series, and membership promotion strategies.

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.

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 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 Micro-learning Platforms Brand Awareness Using Socialmedia Marketing and Customer Brand Engagement

2021 ◽  
Vol 16 (17) ◽  
pp. 19
Author(s):  
Alejandro Mujica ◽  
Esteban Villanueva ◽  
Manuel Luis Lodeiros-Zubiria
Keyword(s):  
Social Media ◽  
Hierarchical Models ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Educational Institutions ◽  
Brand Engagement ◽  
Marketing Activities ◽  
Learning Platforms ◽  
The Impact ◽  
Micro Learning

This study aims to analyse the impact of Social Media Marketing in Customer Brand Engagement and Brand Awareness micro-learning platforms. The sample consisted of 220 students from micro-learning platforms using social media in the educational institutions. Because social-media marketing and customer brand- engagement are second-order reflexive constructions, the two-stage approach of hierarchical models with mode-A was adopted. The results reveal that social media marketing influences both the building of customer brand engagement and brand awareness among students on micro-learning platforms. Furthermore, it was shown that customer brand engagement is an important mediator between social media marketing and brand awareness. Social-media marketing activities carried out by micro-learning platforms contribute to the generation of customer brand-engagement and brand awareness of these institutions. Furthermore, the results show that, although social-media marketing helps to generate brand-awareness, it is through customer brand-engagement that social-media marketing is most effective in generating brand-awareness. For micro-learning platforms, the results allow them to understand the importance of customer brand-engagement when using social-media marketing to generate brand-awareness.

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

The Winners ◽  
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.

Does Successful Social Media Marketing Affect Brand Value?

2015 ◽  
Vol 13 (1) ◽  
pp. 15-26 ◽  
Author(s):  
Stefan Koch ◽  
Asli Dikmen
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Brand Management ◽  
Social Media Marketing ◽  
Brand Value ◽  
Multiple Channels ◽  
Global Level ◽  
Brand Engagement ◽  
Marketing Activities

Brand management has been moving towards making use of multiple channels in order to engage customers, especially through social media, and sustain a more intense experience around the brand instead of depending merely on advertising. This paper will investigate the effectiveness of social media marketing activities on brand value through comparison of brand value rankings with brand engagement scores, determined by social media marketing activities. Data from a list of companies was collected and evaluated, and the authors found evidence for a relationship in some cases, especially for social networks in the form of Facebook, and for Twitter on global level. They found clear differences between Global and Turkish brands, in that Facebook is relatively and absolutely more important for brands in that country. In addition, clear differences showed up between some industries in importance of different channels for brand value.

scholarly journals THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND AWARENESS, BRAND IMAGE AND BRAND LOYALTY

2018 ◽  
Vol 6 (1) ◽  
Author(s):  
Yusuf BİLGİN
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Image ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Brand Performance ◽  
Obvious Effect ◽  
Marketing Activities

The aim of this research is to examine the effect of social media marketing activities on brand awareness, brand image and brand loyalty. In addition, it has been aimed to analyze the effect of brand awareness and brand image on brand loyalty in this research. The population of the research consists of the consumers who actively follow five brands with the highest social score according to the Marketing Turkey social media brand performance data on social media communication channels such as Facebook, Twitter and Instagram. In this research, quantitative method has been used and research data has been obtained via online questionnaires shared on social media from 547 brand followers with applying convenience sampling method. The obtained data have been analyzed by structural equation modeling (SEM). As a result of the analysis, social media marketing activities have been found as effective factors on brand image and brand loyalty, besides it has been determined that the most obvious effect seen on brand awareness. In addition, it has been found out that brand awareness and brand image have a significant effect on brand loyalty. Furthermore, in the research, it has been achieved that the brand awareness has a limited effect on the brand image.

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