Social Media Usefullness on Increasing Brand Loyalty Study on Beverage Industry

2017 ◽  
Author(s):  
Girang Razati ◽  
Dian Herdiana Utama ◽  
Sartikah Sartikah ◽  
Ahim Surachim ◽  
Ria Arifianti
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Beverage Industry

Does Social Media Engagement Moderate Brand Engagement and Brand Loyalty? Evidence from Young Consumers of Malaysian Modest Fashion Industry

2020 ◽  
Vol 24 (02) ◽  
pp. 2500-2508
Author(s):  
Zulkarnian Ahmad ◽  
Ami Suhana Menon ◽  
Cordelia Mason ◽  
Mohd Farid Shamsudin ◽  
Ilham Sentosa
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Fashion Industry ◽  
Brand Engagement ◽  
Social Media Engagement ◽  
Young Consumers

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 Analysis of the Influence of Brand Image and Brand Trust on Purchasing Decisions through Brand Loyalty (Study on Lapis Kukus Pahlawan Bread)

2021 ◽  
Vol 5 (1) ◽  
pp. 59-67
Author(s):  
Bambang Raditya Purnomo ◽  
Indrarini Oetoro Dg
Keyword(s):  
Brand Loyalty ◽  
Brand Image ◽  
Brand Trust ◽  
Purchasing Decisions ◽  
Buying Behavior ◽  
Beverage Industry ◽  
Food And Beverage Industry ◽  
Food And Beverage ◽  
Important Position ◽  
Influence Behavior

Competition between the food and beverage industry, especially local souvenirs, is a challenge for every business actor to be able to maintain and develop his business. Repurchase decision is the stage where consumers form the intention to buy the most preferred product, where the consumer's decision to modify, delay or avoid is strongly influenced by the perceived purchase risk (Kotler and Keller, 2012: 188).Brand image can influence consumer behavior in buying a product. Brand image has an important position in buying behavior. Because one of the decisions in the purchase structure is a decision regarding the brand. Trust involves a person's willingness to behave in a certain way because of the belief that his partner will give what he hopes and a hope that is generally owned by someone that the words, promises or statements of others can be trusted (Daryanto, 2013: 279).Brand trust is one's belief in certain values that will influence behavior (Peter and Olson, 2013: 136). Brand loyalty reflects brand loyalty to certain brands. Brand loyalty is a condition where consumers have a positive attitude towards the brand, have a commitment to the brand, and have a tendency to continue their purchases in the future.Along with the development of the bread industry in Indonesia, there are also more players in the bread business so that competition in this market is getting tougher. The tight competition in the bread business can be seen from a number of bread business players in Indonesia, including bread with the brand Sari Roti, Lauw, Sharon, BreadTalk, Holland Bakery, and many more including the Lapis Kukus Pahlawan Bread. This study aims to analyze the effect of brand image and brand trust on purchasing decisions of the Lapis Kukus Pahlawan bread through brand loyalty.

Impact of social media advertisement on brand loyalty With reference to soft drink marketing situations in Chitwan district

2021 ◽  
Vol 1 ◽  
pp. 22-29
Author(s):  
Mahesh Prasad Upadhyay
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Soft Drink ◽  
Factors Affecting

Social media advertisement has great impact on the consumers loyalty. Factors affecting brand loyalty are quality of product as well as effective and entertaining social media advertisement. In the views of consumers best social media is Face Book rather than Instagram and Messengers most liked advertisement is Coke due to it entertaining advertisement in social media.

Brand Anthropomorphism

2018 ◽  
pp. 39-61
Author(s):  
Tamara L. Wandel
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Online Survey ◽  
Entertainment Industry ◽  
Marketing Communication ◽  
Promising Tool ◽  
Managerial Implications ◽  
Social Media Platforms ◽  
Brand Attributes

This chapter addresses brand anthropomorphism, in particular how sports mascots can be utilized on social media to increase emotional connectivity with fans and their affiliated teams. The history and role of mascots and present day usage encourages understanding of how narratives are a positive and promising tool for marketing communication professionals and those in the sports and entertainment industry. Interviews were conducted with personnel associated with mascots to gain insights into the concept of brand anthropomorphism. Also, an online survey was conducted on mascot brand attributes and results were presented. The ability to personify a brand has significant managerial implications, and this chapter demonstrates how social media platforms may drive brand loyalty.

Sign in / Sign up

Export Citation Format

Share Document