The Effect of Social Media Activities on Brand Loyalty for Banks: The Role of Brand Trust

被引：9
|
作者：
Althuwaini, Sulaiman [1 ]
机构：
[1] Arab Open Univ KSA, Business Studies Coll, Riyadh 11681, Saudi Arabia
来源：
ADMINISTRATIVE SCIENCES | 2022年 / 12卷 / 04期
关键词：
social media marketing; brand trust; brand loyalty; MARKETING ACTIVITIES; ENGAGEMENT; HOSPITALITY; COMMUNITIES; ELEMENTS; EQUITY;
D O I：
10.3390/admsci12040148
中图分类号：
C93 [管理学];
学科分类号：
12 ; 1201 ; 1202 ; 120202 ;
摘要：
The aim of this research was to examine the impact of social media marketing activities on brand trust and brand loyalty in the banking sector. Based on an online survey of 252 users who follow banking services suppliers on social media located in Saudi Arabia, data were gleaned and analyzed via Smart-PLS (3.0). The findings showed that social media marketing activities, namely customization, entertainment, and promotions, were reported to have the highest impact on trust and loyalty. This study emphasizes the role of trust as mediating brand loyalty in social media marketing. The implications for marketing managerial and future research are discussed.
引用
收藏
页数：10
相关论文
共 50 条
  • [31] Brand trust and brand loyalty in mall shoppers
    Atulkar, Sunil
    [J]. MARKETING INTELLIGENCE & PLANNING, 2020, 38 (05) : 559 - 572
  • [32] Social media brand engagement practices Examining the role of consumer brand knowledge, social pressure, social relatedness, and brand trust
    Osei-Frimpong, Kofi
    McLean, Graeme
    Famiyeh, Samuel
    [J]. INFORMATION TECHNOLOGY & PEOPLE, 2020, 33 (04) : 1235 - 1254
  • [33] The effect of brand satisfaction, trust and brand commitment on loyalty and repurchase intentions
    Ercis, Aysel
    Unal, Sevtap
    Candan, F. Burcu
    Yildirim, Hatice
    [J]. 8TH INTERNATIONAL STRATEGIC MANAGEMENT CONFERENCE, 2012, 58 : 1395 - 1404
  • [34] FACTORS INFLUENCING BRAND LOYALTY: THE MEDIATING EFFECT OF BRAND SATISFACTION AND TRUST
    Khowjoy, K.
    Petmee, P.
    Phakamach, V
    Sriplang, N.
    Kaewsrem, S.
    Chayomchai, A.
    [J]. POLISH JOURNAL OF MANAGEMENT STUDIES, 2023, 27 (02): : 136 - 154
  • [35] The influence of brand communication, brand image, brand satisfaction, and brand trust on brand loyalty
    Putri, A. D. E.
    Indarini
    Anandya, D.
    [J]. PROCEEDINGS OF THE 16TH INTERNATIONAL SYMPOSIUM ON MANAGEMENT (INSYMA 2019), 2019, 308 : 122 - 125
  • [36] Impact of corporate social responsibility on brand trust and brand loyalty: Case of Uber
    Moon, Joonho
    Hwang, Jinsoo
    Lee, Won Seok
    [J]. INTERNATIONAL JOURNAL OF TOURISM RESEARCH, 2024, 26 (01)
  • [37] To be or not to be in social media: How brand loyalty is affected by social media?
    Laroche, Michel
    Habibi, Mohammad Reza
    Richard, Marie-Odile
    [J]. INTERNATIONAL JOURNAL OF INFORMATION MANAGEMENT, 2013, 33 (01) : 76 - 82
  • [38] The impact of social media marketing on brand loyalty
    Erdogmus, Irem Eren
    Cicek, Mesut
    [J]. 8TH INTERNATIONAL STRATEGIC MANAGEMENT CONFERENCE, 2012, 58 : 1353 - 1360
  • [39] The impacts of brand experiences on brand loyalty: mediators of brand love and trust
    Huang, Chao-Chin
    [J]. MANAGEMENT DECISION, 2017, 55 (05) : 915 - 934
  • [40] Brand Loyalty as a Mediator of the Relationship between Brand Trust and Brand Performance
    Shariff, Mohd Noor Mohd
    Setyawati, Sri Murni
    Anindita, Kristina H.
    [J]. PROCEEDINGS OF KNOWLEDGE MANAGEMENT INTERNATIONAL CONFERENCE (KMICE) 2012, 2012, : 428 - 432
12345