Social media marketing activities and brand loyalty in the telecommunication industry: The mediating role of  brand affect.

The effect of social media marketing activities on brand loyalty has gotten little attention in the telecommunication industry. The purpose of this study is to investigate the impact of social media marketing activities on brand loyalty as well as to examining the mediating effect of brand affect in the relationship between social media marketing activities and brand loyalty. By using an online self-administrated questionnaire to obtain 409 customers of a telecommunication company in Palestine, the finding of this study revealed that social media marketing activities positively effect brand loyalty. Further, brand affect has been found as a partial mediator in the relationship between social media marketing activities and brand loyalty. Accordingly, theoretical and practical implications as well as recommendations for future studies have been provided.

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The influence of perceived social media marketing activities on brand loyalty

Asia Pacific Journal of Marketing and Logistics ◽

10.1108/apjml-10-2015-0154 ◽

2017 ◽

Vol 29 (1) ◽

pp. 129-144 ◽

Cited By ~ 56

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.

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Linking Social Media Marketing Activities to Revisit Intention through Brand Trust and Brand Loyalty on the Coffee Shop Facebook Pages: Exploring Sequential Mediation Mechanism

Sustainability ◽

10.3390/su13042277 ◽

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.

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The Effects of Consumer Social Media Marketing Experiences on Brand Affect and Brand Equity

Advances in Marketing, Customer Relationship Management, and E-Services - Handbook of Research on Integrating Social Media into Strategic Marketing ◽

10.4018/978-1-4666-8353-2.ch005 ◽

2015 ◽

pp. 73-87 ◽

Cited By ~ 2

Author(s):

Tugba Orten Tugrul

Keyword(s):

Social Media ◽

Brand Equity ◽

Repeated Measures ◽

Mediating Effect ◽

Social Media Marketing ◽

Brand Performance ◽

Managerial Implications ◽

Marketing Activities ◽

Research Findings ◽

Brand Affect

A limited number of studies have shown that social media marketing activities positively contribute to brand performance. In this chapter, therefore, a conceptual framework elucidating how consumer social media marketing experiences lead to more favorable brand affect, and in turn, enhanced brand equity is proposed. Importantly, perceived social media marketing activities are identified as a key moderator influencing the effects of consumer social media marketing experiences on brand equity. Repeated measures ANOVA and regression analyses were conducted to test the proposed model in a study consisting of three phases. The results provide support for (a) the main effects of consumer social media marketing experiences on brand affect and brand equity, (b) the mediating effect of brand affect, and (c) the moderating effect of perceived social media marketing activities. The chapter concludes with a discussion of the theoretical and managerial implications of the research findings, and recommendations for future studies.

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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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THE IMPACT OF SOCIAL MEDIA MARKETING ON BRAND LOYALTY: THE MODERATING ROLE OF WORD OF MOUTH

Jinnah Business Review ◽

10.53369/xuzm2851 ◽

2015 ◽

Vol 03 (02) ◽

pp. 60-67

Author(s):

Ayesha Tariq ◽

Keyword(s):

Social Media ◽

Brand Loyalty ◽

Word Of Mouth ◽

Social Media Marketing ◽

Future Research ◽

Marketing Practice ◽

Mediating Role ◽

Customer Interaction ◽

The Impact ◽

Moderating Role

This study is based on such customers who follow at least one brand on the social media in Pakistan. The data was collected through a structured questionnaire from the university students of Pakistan. The results showed that the brand loyalty of the customers is affected in a positive manner when the brand has presence on various platforms of social media. It has been found that customer interaction has a fully mediating role in social media marketing and brand loyalty. Also, the word of mouth has no moderating role on the relationship between customer interaction and brand loyalty. The implications for marketing practice and future research are also discussed.

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The Mediating Role of Brand Love in the Relationship Between Consumer-Based Brand Equity and Brand Loyalty: a Research on Starbucks

Journal of Tourism and Services ◽

10.29036/jots.v12i22.252 ◽

2021 ◽

Vol 12 (22) ◽

pp. 150-167

Author(s):

Aylin Sinem Polat ◽

Burçin Cevdet Çetinsöz

Keyword(s):

Service Quality ◽

Brand Loyalty ◽

Service Industry ◽

Mediating Effect ◽

Equation Modeling ◽

Brand Love ◽

Mediating Role ◽

The Impact ◽

The Relationship

The present study aims to determine the mediating role of brand love in the relationship between CBBE and brand loyalty. The study makes an analysis of CBBE, brand loyalty, and brand love related to Starbucks – a global coffee house and roastery catering concept. The study population comprises customers of the Starbucks enterprises operating in the city of Mersin, Turkey, and adopts a convenience sampling method. During the data collection process, 384 customers of Starbucks stores within Mersin who were over 18 years of age were surveyed. The dependent variables of the study are "brand loyalty" and "brand love," whereas the independent variable is "CBBE". The hypotheses developed in the research model were tested through structural equation modeling (SEM). Based on the study findings, it was concluded that brand love, as well as the dimensions of CBBE of "Service Quality: Physical Quality SQ:PQ" and "Lifestyle-Congruence LC", had full mediation with brand loyalty, while "Service Quality: Staff Behavior SQ:SB", "Ideal Self-Congruence IS-C" and "Brand Identification BI" had no such mediating effect on brand loyalty. In the study, the mediating role of brand love in terms of the impact of CBBE in the service industry on brand loyalty has been examined for the first time. The research findings show that a strong bond will be established with the target audience through compatible and parallel strategies that will be implemented by the managers on the SQ:PQ and LC dimensions of CBBE and this situation will increase loyalty to the brand. As a result of the consumers' strong emotions and their increasing loyalty towards the brand, this situation will lead the businesses in the service industry to protect their market share along with having a positive impact on their sustainable competition and profitability.

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

International Journal of Recent Technology and Engineering - 2 ◽

10.35940/ijrte.b1073.0982s919 ◽

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.

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PENGARUH SOCIAL MEDIA MARKETING TERHADAP BRAND LOYALTY: EFEK MEDIASI BRAND-VALUE CONSCIOUSNESS PADA MEREK ADIDAS DI INDONESIA

Journal of Management and Business ◽

10.24123/jmb.v15i2.281 ◽

2018 ◽

Vol 15 (2) ◽

Cited By ~ 1

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.

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Linking social media marketing activities with brand love

Kybernetes ◽

10.1108/k-04-2017-0130 ◽

2017 ◽

Vol 46 (10) ◽

pp. 1801-1819 ◽

Cited By ~ 13

Author(s):

Raed Salah Algharabat

Keyword(s):

Social Media ◽

Brand Loyalty ◽

Structural Equation ◽

Social Media Marketing ◽

Equation Modeling ◽

Brand Love ◽

Content Type ◽

Marketing Activities ◽

Facebook Pages ◽

The Impact

Purpose This research aims to investigate the link between social media marketing (SMM) activities and brand love. It further investigates the mediating impact of self-expressive brands (inner and social) between the relationships of SMM activities and brand love, which in turn impact brand loyalty. Using the context provided by Facebook, the author contributes in three ways to the nascent marketing literature: by linking SMM activates with brand love, by investigating the mediating impact of self-expressive brands between SMM activities and brand love and by investigating the impact of brand love on brand loyalty. Design/methodology/approach Using a sample of 400 followers of Facebook pages, data were collected and analyzed using structural equation modeling. Findings The findings reveal that SMM activities positively affect self-expressive brands (inner and social), which in turn impact brand love. The author also finds that brand love positively affects brand loyalty. The author further finds that self-expressive brand (inner) fully mediates the relationship between SMM activities and brand love, whereas self-expressive brand (social) partially mediates this relationship. Originality/value Previous researchers neither have the chance to link SMM activities with brand love nor to explain its role as an antecedent to self-expressive brand. Therefore, the author contributes to nascent literature by linking and investigating the mediating impact of self-expressive brands between the relationships of SMM activities and brand love which in turn impact brand loyalty.

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The Impact of Perceived Social Media Marketing Activities: An Empirical Study in Saudi Context

International Journal of Marketing Studies ◽

10.5539/ijms.v11n1p134 ◽

2019 ◽

Vol 11 (1) ◽

pp. 134 ◽

Cited By ~ 1

Author(s):

Maha M. Khan

Keyword(s):

Social Media ◽

Brand Loyalty ◽

Structural Equation ◽

Model Fit ◽

Social Media Marketing ◽

Equation Modeling ◽

Future Research ◽

Value Consciousness ◽

Marketing Activities ◽

The Impact

Purpose – The purpose is to investigate the impact of social media marketing activities in the context of Saudi consumers of social media. A research model is developed in this study to examine the relationships. Design/methodology/approach – This research is quantitative and uses the probability sampling technique, simple random sampling. Data is collected through a questionnaire in a survey of 241 Saudi social media users. Structural equation modeling (SEM) with PLS 3 was used with SPSS 22.0 for statistical data analysis. Chi–square and overall model fit indices further confirm the structural model fit. Findings – The results indicate that social media marketing activities significantly influence brand loyalty, purchase intentions, value consciousness and brand consciousness; brand loyalty has a significant statistical impact on eWOM; eWOM influences purchase intention significantly; brand consciousness does not mediate the relationship between perceived social media marketing and brand loyalty, while value consciousness mediates this relationship. Research limitations/ future research – The research is limited to Saudi social media users and this limits the results from being generalized. Future research must be conducted in other countries. Moreover, limited research is conducted with these variables in previous studies. Originality/value – This article is pioneering in that it investigates the effects of social media marketing in the context of Saudi consumers, a topic of relevance for both marketers and scholars in the era of social media. It provides empirical evidence and valuable insights through a proposed model.

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