The effect of SNS marketing characteristics and influencer characteristics on flow: Focusing on the mediating effect of brand loyalty and the moderating effect of engagement

2021 ◽  
Vol 21 (3) ◽  
pp. 181-192
Author(s):  
Hong-Sub Shin ◽  
Chul-Jung Kim
Keyword(s):  
Brand Loyalty ◽  
Moderating Effect ◽  
Mediating Effect ◽  
Flow Focusing

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.

Sign in / Sign up

Export Citation Format

Share Document