Do Social Media Marketing Activities Improve Brand Loyalty? An Empirical Study on Luxury Fashion Brands

被引：0

作者：

Fetais, Abdulla H. ^{[1
]}

Algharabat, Raed S. ^{[1
]}

Aljafari, Abdullah ^{[1
]}

Rana, Nripendra P. ^{[1
]}

机构：

[1] Qatar Univ, Dept Management & Mkt, Coll Business & Econ, POB 2713, Doha, Qatar

来源：

INFORMATION SYSTEMS FRONTIERS | 2023年 / 25卷 / 02期

关键词：

Social media; Community engagement; Lovemark; Brand loyalty; Fashion brands; Qatar; WORD-OF-MOUTH; CONSUMER ENGAGEMENT; CUSTOMER ENGAGEMENT; BEHAVIORAL-RESEARCH; PLS-SEM; EQUITY; SELF; LOVE; ANTECEDENTS; IMPACT;

D O I：

10.1007/s10796-022-10264-7

中图分类号：

TP [自动化技术、计算机技术];

学科分类号：

0812 ;

摘要：

This research aims to investigate the impact of social media marketing activities (SMMa) on brand loyalty directly and through mediating variables community engagement and lovemark. To propose a research model, we used the theories including lovemark theory, engagement theory and brand equity theory. As a result, this research investigates the impact of SMMa, community engagement, and lovemark on brand loyalty. Using an online survey, we collected data from 464 female participants who are following luxury fashion brands on major social networking sites including Facebook, Instagram, Snapchat, and Twitter. Results using PLS revealed that SMMa positively influences community engagement and lovemark. Moreover, we find positive relationships between community engagement, lovemark and brand loyalty. However, we find that SMMa has no direct influence on brand loyalty.

引用

页码：795 / 817

页数：23

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