The effect of social media marketing on brand trust brand equity and brand loyalty. ,Qualitative research using cognitive maps.

The effect of social media marketing on brand trust brand equity and brand loyalty Throughout the later part we will see how that happens. May 16, 2021 · Purpose: This research paper is based on the idea that how social media is impacting marketing activities (SMM) on creating brand loyalty, equity, and trust. 86% of marketers believe social media marketing mix trends have influenced their profits Oct 27, 2022 · 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. In a comparative study of how blogs and Mar 28, 2023 · The present study intends to unleash the influence of social media marketing (SMM) on purchase intention (PI), brand trust (BT) and brand loyalty (BL) in the setting of online travel booking websites. The objective of this study is to develop and validate a conceptual model that integrates the relationships among social media marketing elements, brand trust, Dec 31, 2021 · Influencer marketing has become a new method of promoting a product or brand. 12626 Corpus ID: 250384160; The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty @article{Ayyub2022TheRO, title={The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty}, author={Muhammad Furqan Ayyub and Adnan Asghar and Hafiz Muhammad Arshad}, journal={Archives of Apr 30, 2023 · The purpose of this research is to examine the effect of social media marketing initiatives on brand equity and brand loyalty through brand encounters. , 2015: 20). It allows businesses to create customer engagement by helping them develop their brand Apr 15, 2016 · Web 2. ,A total of 402 valid responses were collected from Amazon MTurk, and the data were subjected to partial least squares structural equation modeling and fuzzy-set qualitative comparative analysis Sep 1, 2020 · Keywords: Social Media Marketing Activities, Brand Awareness, Brand Image, Value Consciousness, Brand Loyalty, and Fashion Brands. , 2016). 240). Respondents were drawn from Jun 10, 2024 · Brand loyalty is a concept that has garnered considerable interest over recent years from both marketing practitioners and academics alike. These attributes of social media marketing directly influence brand loyalty and indirectly influence brand equity mediated by brand trust. Oct 12, 2012 · Within this perspective, the aim of this paper is to shed light on consumer perspective on the social media effects on brand loyalty so that implications can be drawn for firms to compose effective social media marketing activities for their brands. 14738/abr. It can make or break a sale, create years of loyalty, or be the reason they recommend your brand to anyone who will listen. Social media is a group of web based application which constructs on the ultimate and basic tools of network 2. 3 software with a sample of 450 respondents determined by the simple random sampling method who had experience of using social media for at least six months. The study uses the Structural Equation Modeling (SEM) method with SPSS 3. Introduction Creating and sustaining brand loyalty was one of the main aspects of marketing for a longer period [6,14]. Expand Feb 19, 2021 · Social media marketing (SMM) is a new field that involves the marketing of goods, services, information, and ideas via online networks and social media. Aug 1, 2020 · It found that the perceived quality and social media marketing had a significant indirect effect on brand loyalty through brand trust and brand love for consumers of smartphones Xiaomi in the city Social media gives firms a better platform to promote and build brand trust and loyalty. The findings indicate that social media marketing had a significant impact on all aspects of the brand experience, including value consciousness, brand awareness, and brand experience. (2015) found that the social media profile of a brand positively influences customer e-loyalty, which indicated that high social media innovation and implementation by fashion Oct 18, 2020 · In the study, it was concluded that social media marketing had a positive effect on brand loyalty and E-WOM, there was no positive effect on purchase intention and brand loyalty had a positive Mar 8, 2022 · 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. , Citation 2023; Koay et al. The objective of this study is to develop and validate a conceptual model that integrates the relationships among social media marketing elements, brand trust, Social Media Marketing and Brand Loyalty: The Role of Brand Trust Astrid PUSPANINGRUM1 Received: September 10, 2020 Revised: November 08, 2020 Accepted: November 16, 2020 Abstract This study examines the relationship between social media marketing and brand loyalty through brand trust. Leveraging a mixed-methods approach, we surveyed and Sep 1, 2023 · Social media marketing, brand loyalty, brand trust, and value co-creation SOM advancement brought a renewed focus on brand-related challenges (Ahn et al. Apr 25, 2018 · The aim of this research is to examine the effect of social media marketing activities on brand awareness, brand image and brand loyalty. The objective of this study is to develop and validate a conceptual model that integrates the relationships among social media marketing elements, brand trust, and brand loyalty. And with customers reported to spend 20-40% more on brands they’ve interacted with on social media, your social channels are now the control room of your brand equity. The findings showed that social media marketing activities, namely customization 8 th International Strategic Management Conference The impact of social media marketing on brand loyalty a b , a a b Yalova University, Abstract Building and maintaining brand loyalty are one of Dec 31, 2021 · The key objective of this research was to test the role of social media marketing features (interactivity, perceived relevance, entertainment, and informativeness) in affecting brand loyalty in Oct 1, 2012 · The authors examine two aspects of brand loyalty, purchase loyalty and attitudinal loyalty, as linking variables in the chain of effects from brand trust and brand affect to brand performance Jan 1, 2011 · Available online at www. Apr 14, 2022 · Brand equity (BE) can be strengthened by the strategic association of brand heritage (BH) with social media (SM) in business-to-business (B2B) markets. While firms may have joined social media to increase brand loyalty and acquire more customers, the question still remains on how to build brand loyalty through social media (Godey et al. An understanding of how the different factors of social media marketing (SMM) influence brand loyalty is important from a Oct 1, 2022 · The paper examined the relationship between social media and purchase intention and the mediation role of brand equity within Ghana’s fashion industry. Such online activities The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty Reham Shawky Ebrahim Business Administration, Faculty of Commerce, Tanta University, Tanta Key terms: Social media marketing, Social media marketing activities, Brand loyalty, Digital marketing, Samsung smartphones, Vietnam market. This study aims to determine the effect of social media marketing activities on brand trust, brand equity and brand loyalty in social media. Customers often leave comments or ask questions on social media platforms about their favorite brands. In addition, it has been aimed to analyze the effect of brand awareness and brand image on brand loyalty in this research. Creative content is a vital part of social media marketing strategies, as innovative content can attract more users and improve brand health. The study uses the Structural Equation Modeling media’s full impact. SOM platforms provide an interactive communication opportunity in order to share experiences with others in the virtual world, which drives the process of VCC (Luo et al. It is common to see them chatting with the brand through social media before making a purchase. Bank Market. Communication skills have significant effect on perceived quality, brand awareness, brand loyalty and purchase intention and finally as brand equity dimension only brand loyalty have significant Oct 15, 2020 · The Effect of Social Media Marketing Activities on Purchase Intention with Brand Equity and Social Brand Engagement : Empirical Evidence from Korean Cosmetic Firms October 2020 The Knowledge Apr 26, 2022 · This study investigated the effect of firm-generated social media communication and user-generated social media communication on brand equity, brand trust, brand satisfaction, repurchase intention Feb 13, 2024 · 1. Apr 1, 2022 · The goal of this research is to analyze the consequence of brand loyalty, brand trust, and brand equity as a result of social media marketing (SMM). Key References: Social media marketing, Brand loyalty, Brand equity, social media websites, Confidence, Trust. The purpose of this paper is to draw upon social information processing theory and its purpose is twofold. Jul 2, 2024 · This study investigates the profound impact of social media influencers on consumer behaviour and brand loyalty within the digital age. Brand image also had a positive effect on brand equity (H7) and loyalty (H8), with a stronger effect on loyalty (β = 0. The objective of this study is to develop and validate a conceptual model that integrates the relationships Jan 1, 2021 · social media has impacted all types of business and marketing in terms of promoting brands and enhanced their equity. The brand’s reviews and ratings have a strong impact in creating the image of the brand in the people who are mostly using social media and the internet, trend has changed from word of mouth to electronic word of mouth (E-WOM) to what people talk about the brand product in social media whether its positive or negative comment, it impacts the Apr 25, 2018 · The aim of this research is to examine the effect of social media marketing activities on brand awareness, brand image and brand loyalty. , 2019). Here are some social media stats that show the sheer power of social media today: Nearly 50% of the world’s population uses social media. Conceptual Framework Reliability and Validity Results Hence, it is worth noticing to inspect the impact of social media communication, brand trust and equity on brand loyalty using different social media websites. The advent of social media platforms and the subsequent prominence of social media influencers (SMIs) as influential brand advocates have significantly transformed how consumers interact with and develop brand loyalty (Intyaswati et al The results of the research showed that there is a positive and significant effect between the dimensions of brand equity and consumer satisfaction (except for employee behavior and brand awareness) and brand loyalty (except for ideal self-concept and brand identity) and also between consumer satisfaction and brand loyalty is a positive and The functional value, social value and self-brand image congruency perceptions towards the Instagram page of the brand in question positively affected brand loyalty, whereas the hedonic value and Sep 1, 2020 · Consumers increasingly use social media brand communities to gather information about brands and to inform their purchase decisions. Based on an online Jan 1, 2023 · On the other hand, social media marketing is crucial for companies active in this industry, and the effort to engage potential customers and social network users with the company's brand has International Journal of Online Marketing, 2020. , 2021). ,BH empowers BE and should be explored within B2B communications. e. 0). The study emphasis the role of trust Dec 26, 2019 · These attributes of social media marketing directly influence brand loyalty and indirectly influence brand equity mediated by brand trust. 205 participants made a purposive sampling Dec 31, 2023 · As a result of the analysis, social media marketing activities have been found as effective factors on brand image and brand loyalty, besides it has been determined that the most obvious effect Mar 8, 2022 · 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. 106. The purpose of this study is to identify research gaps and inform future research directions by conducting a field examination on the scholarship of building Aug 5, 2024 · These effects are more substantial for luxury brands compared to non-luxury brands. use of social media and brand trust with loyalty (North, 2011). , 2015). , 2023). Furthermore, brand trust has a positive influence in mediating social media marketing activities on brand equity and brand Feb 2, 2022 · With social media marketing, businesses can gain significant advantages in many areas such as brand loyalty, reduced advertising expenses and increased profitability, access to a large consumer Perceived Social Media Communication and Brand Trust Social media is a group of web based application which constructs on the ultimate and basic tools of network 2. These social platforms have a huge impact on brand equity. , 39 ( 7 ) ( 2021 ) , pp. The concept of brand equity has undergone significant alterations due to the evolution of brand equity theory. Importantly, our study offers a new approach to explaining the impact of social media marketing activities on brand loyalty by focusing on the perceived values of these activities and their effects on online brand engagement. This study aims to identify, evaluate, summarize and synthesize findings of Aug 31, 2022 · In today's connected world, social media is a sound business strategy that is embedded in an online network. As a result, this research investigates the impact of SMMa, community engagement, and lovemark The results show that social media marketing has a positive effect on brand trust, social media marketing has a positive influence on brand equity, and social media marketing has a positive influence on brand loyalty. sciencedirect. World over, the advancements in the internet have opened up the way business is being conducted, social media being one of the advancements which has altered the way companies view and interconnect with their customers (Kaondera et al. This study also examines the importance of trust and loyalty in the suggested model, which adds to the Jan 1, 2023 · The results show that social media marketing has a positive effect on brand trust, social media marketing has a positive influence on brand equity, and social media marketing has a positive Jan 1, 2023 · The aim of the study is to explore the impact of Social Media Marketing on Brand Loyalty. May 31, 2023 · The study further examines the impact of SMMBC on brand trust and brand equity variables (brand awareness, perceived quality, brand association and brand loyalty) and, consequently, on customer response (purchase intention, response to brand extension and willingness to pay a premium). Nov 5, 2024 · This study explored how the components of social media marketing activities influence brand equity and, ultimately, logistics service reuse intention and whether the brand equity of logistics THE EFFECT OF SOCIAL MEDIA MARKETING, PERCEIVED QUALITY ON BRAND LOYALTY, WITH BRAND TRUST AS INTERVENING VARIABLES ( Study on Tokopedia E-commerce in Yogayakarta) Loyalty brand or faithfulness customer is draft important for many companies that can bring many benefits for companies, such as purchase repeat and recommendation brand the to May 15, 2024 · The ubiquitous presence of social media in modern life has fundamentally altered the environment of marketing and brand management (Harriger et al. A survey was Jul 25, 2021 · This research investigates the robustness of the relationship between social media marketing activities (SMMA) and brand loyalty (BL). customization, entertainment, interaction, trendiness, and word of mouth, on mediating effect of brand equity and Jul 7, 2023 · In addition, brand awareness has had a significant positive effect on brand loyalty; finally, the mediating role of brand awareness in the effect of social media marketing had a positive and Aug 1, 2014 · The Impact of Social Media Marketing Medium toward Purchase Intention and Brand Loyalty among Generation Y August 2014 Procedia - Social and Behavioral Sciences 148(1):177–185 May 3, 2019 · Purpose. Jul 8, 2022 · This study aims to find the impact of social media influencers on brand awareness, brand image, and trust in their sponsored content. Respondents were drawn from customers of McDonald’s, Malang City, East Java Province, Indonesia. 18775/jibrm. To propose a research model, we used the theories including lovemark theory, engagement theory and brand equity theory. 0 that allows people to communicate and share their opinions and knowledge (Kaplan & Haenlein, 2010) hence, social media communication can be grouped as either firm created or users Jul 25, 2021 · Empirical studies in the literature have confirmed the positive impact of social media marketing features on brand loyalty (Ibrahim, 2021; Ismail, 2017;Jibril et al. This relationship is examined based on six contextual factors classified into three categories: methodological, economic, and social variables. , Citation 2021; Nguyen et al. Therefore, the primary aim of the study was to test the mediating role of Brand Trust (BT) and Brand equity (BE) in explaining the more pronounced impact of social media communication Jan 1, 2022 · As a result, the findings shed light on how social media marketing positively affected brand loyalty through the mediating effect of brand trust, brand image, and self-congruence. Abstract Background: Social media marketing has been used to facilitate communications and interactions between customers and brands and is considered as the effective Oct 27, 2023 · Following marketing capabilities theory and the digital marketing component, it is posited that social media marketing (SMM) capabilities positively impact consumer-based brand equity. Com; Sri Lanka's largest online gift shop with the aim of identifying the casual relationship between social media marketing and brand equity. This study aimed at exploring the impact of social media marketing activities (SMM) on brand loyalty via brand trust and brand equity. Sep 1, 2016 · The aim of this study is to identify the effect of social media marketing efforts on brand loyalty and brand trust for hotels, especially on hotels’ own websites. com Procedia Social and Behavioral Sciences 24 (2011) 1288–1301 7 th International Strategic Management Conference The Effects of Brand Experiences, Trust and Satisfaction on Building Brand Loyalty; An Empirical Research On Global Brands Azize ùahin a , Cemal Zehir b , Hakan Kitapçı b , a ∗ a Gebze Institute of Technology, Istanbul Cad. 64, NO. It focused on customers of small and medium enterprises (SMEs) specializing in the fashion products retail Aug 3, 2024 · Through semi-structured interviews with 20 active social media users and a comprehensive analysis of social media content, the research identifies several critical elements affecting brand loyalty. The objective of this study is to develop and validate a conceptual model that Oct 9, 2019 · Going forward, we explore the moderating role of the social media platform and the effect of connectivity of social media based-brand community in relation to the consumers’ purchasing attitude, brand trust and loyalty (Kasemsap, Citation 2018). Hypothesis H4: Social media marketing has a significant effect on brand trust Social Media Marketing and Brand Love Social media websites provide opportunities for companies to engage and interact with their customers, Mar 29, 2023 · The data analysis technique used was Structural Equation Modeling with SmartPLS software Result: The results of the study prove that Social Media Marketing has a significant effect on Brand Image This study aims to examine the interrelationships between social media marketing activities, self-brand connections, brand equity, trust and loyalty. In the context of this study, hotels are chosen as an exemplary field since it is one of the key leading economic sectors in Turkey. Perceived Social Media Communication and Brand Trust. However, there is a lack of comprehensive review on the findings of studies in this area. Oct 27, 2022 · The findings showed that social media marketing activities, namely customization, entertainment, and promotions, were reported to have the highest impact on trust and loyalty. First, it aims to examine the relationship among five brand personality traits (responsibility, activity, simplicity, emotionality and aggressiveness) as to brand equity created on social media in the banking industry of Latvia. 0 as a personalized and communicative form of Internet technology is an essential tool for firms to improve their online marketing skills. , Citation 2021; Tatar & Eren-Erdogmus, Citation 2016). Sep 1, 2023 · The impact of social media marketing activities on brand equity in the banking sector in Bangladesh: the mediating role of brand love and brand trust Int. Introduction. Social media gives firms a better platform to promote and build brand trust and loyalty. , 2018), who revisited the antecedents of brand loyalty and the impact of perceived social media communication with brand trust and brand equity as mediators Jun 9, 2023 · The correlation between social media marketing and brand trust Social media marketing has a positive and significant impact on brand trust. In addition, it has been aimed to analyze the effect of Oct 1, 2020 · Abstract In this era, social media platform is integrated into the marketing strategy. It also analyses the mediating effect of BT and BL in the relationship between SMM and PI. It’s a tricky game. 3001 Oct 13, 2021 · It is evident that social media has an impact on brand loyalty. Jan 1, 2022 · The results based on 288 samples showed that social media marketing directly had a significant effect on cosmetic brand loyalty, brand loyalty directly had a significant impact on purchase Your customers' gut reaction to your brand is powerful. ,Qualitative research using cognitive maps. The study emphasis the role of trust and provide guidance toward measuring the effectiveness of social media marketing. This further explains the fact that online based-brand community brings together the user and the Social media platforms have become a powerful marketing tool for brands in order to reach new audiences and engage with them. The Jan 1, 2021 · Brand trust and brand loyalty are always a predictor of brand image, but social media is found to be a new variable added to build a positive relationship for creating a better brand image. Dec 26, 2019 · These attributes of social media marketing directly influence brand loyalty and indirectly influence brand equity mediated by brand trust. J. customer/ other customer and customer/ brand relationships have effects bring about brand trust and brand trust to brand loyalty (Laroche et al. 1|P a ge Academy of Management Journal VOL. Consumers are increasingly turning to brand communities on social media in order to learn more about respective brands and inform their decision-making regarding May 31, 2023 · The study further examines the impact of SMMBC on brand trust and brand equity variables (brand awareness, perceived quality, brand association and brand loyalty) and, consequently, on customer response (purchase intention, response to brand extension and willingness to pay a premium). As it is becoming more convenient and essential for business turnover, the marketing policies of almost all industries shift towards social media marketing for external advertising, promotional activities, customer relationship Knowing that nowadays many companies are integrating social media in their online marketing communication strategies, it is important to determine whether its usage has the ability to influence the consumers’ perceptions towards brands. The population of the research consists of the consumers who actively follow five brands with the highest social score according to the Social media gives firms a better platform to promote and build brand trust and loyalty. 2015. 0 that allows people to communicate and share their opinions and knowledge (Kaplan & Haenlein, 2010) hence, social media communication can be grouped as Sep 29, 2021 · As social media has developed in the past two decades, researchers have been investigating how to build brand loyalty on social media platforms. Ahmad et al. 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. 224). This new technology sets out new mechanisms and communication tools that companies can rely on to interact and engage with actual and potential customers. 1 | Articles ISSN : 00014273 Paper Type Research paper 1. Jan 1, 2020 · Social media gives firms a better platform to promote and build brand trust and loyalty. Mar 18, 2023 · impact on brand loyalty; trust has a positiv e . Starting from the assumption that social media marketing communication can influence the consumers’ trust, affect and loyalty towards brands, this article . Aug 11, 2022 · 1. Nov 1, 2021 · The Effect of Marketing Communication on Brand Equity with Brand Image, Brand Trust, and Brand Loyalty as the Intervening Variables November 2021 DOI: 10. 71. Feb 16, 2022 · The results concluded that social media marketing activities and brand equity positively affect the purchase intention of luxury brands, which is more significant in India, while status Nov 8, 2024 · In addition, other direct effects show that reputation has a positive effect on brand equity (H5) and brand loyalty (H6), with a stronger effect on loyalty (β = 0. 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 Jul 17, 2022 · 8 th International Strategic Management Conference The impact of social media marketing on brand loyalty a b , a a b Yalova University, Abstract Building and maintaining brand loyalty are one of Jan 3, 2022 · The research studied on effect of social media marketing activities (SMMA), i. The marketers believe that implementing influencer marketing appropriately may form a positive customer view of a Feb 1, 2018 · This is consistent with (Khadim et al. According to a study conducted by Sohaib & Han (2023 Jul 6, 2022 · DOI: 10. Responding to the Customers. Social media marketing is one of the fastest-growing marketing channels, offering incomparable potentials for building a brand (Zarei et al. The purpose of this study was to investigate the effect of social media usage characteristics on electronic word-of-mouth (e-WOM), trust, and brand equity by dividing the characteristics to personality, social, and information. Building on uses and gratifications theory and brand experience we hypothesize that consumer benefits deriving from participation in such communities and brand experience mediate the relationship between social media marketing (SMM) activities and consumer-based Pengaruh Aktivitas Social Media Marketing Terhadap Brand Trust, Brand Equity, dan Brand Loyalty Pada Platform Social Media Instagram = The Effect of Social Media Marketing Activities on Brand Trust, Brand Loyalty, and Brand Equity on the Social Media Instagram Author: Alfian Dally Irawan, author Subject May 24, 2021 · And social media is where word of mouth marketing happens, where people turn to engage with brands, employees, and company leaders. 3. Feb 2, 2022 · The results show that social media marketing has a positive effect on brand trust, social media marketing has a positive influence on brand equity, and social media marketing has a This study aims to determine the effect of social media marketing activities on brand trust, brand equity and brand loyalty in social media. Oct 12, 2012 · A conceptual model that integrates the relationships among social media marketing elements, brand trust, and brand loyalty is developed and validated to provide a guide to social media marketers to build brand trust and loyalty. Dec 23, 2022 · The results of this study indicate that social media marketing activities do not have a direct (positive) influence on brand loyalty, but social media marketing activities have a positive The results showed that social media marketing activities viewed based on entertainment, interaction, trendiness, customization, and word-of-mouth had a positive effect on brand trust, brand equity, and brand loyalty. Brand equity is a valuable intangible asset for companies, yet is increasingly difficult in managing in an era with hard to control social media. While marketers are primarily interested in ways they May 31, 2023 · The results show that brand community of Cinere on social media has positive effects on all elements of the customer centric model. 1849-8558. You want to make sure you Feb 28, 2023 · Findings – The results indicate that social media marketing activities significantly influence brand loyalty, purchase intentions, value consciousness and brand consciousness; brand loyalty has Dec 11, 2023 · The study was conducted with the aim to evaluate the effect of social media marketing activity on brand loyalty mediated by brand awareness, brand trust, and brand love. brand equity has a positive impact on brand . Dec 5, 2016 · The empirical study is based on Kapruka. 1353 - 1376 Jan 1, 2020 · A conceptual model that integrates the relationships among social media marketing elements, brand trust, and brand loyalty is developed and validated to provide a guide to social media marketers to build brand trust and loyalty. ,BH strongly The impact of social media influencers on consumer behaviour and brand loyalty is a multifaceted and dynamic phenomenon that has reshaped the marketing landscape in the digital age. ,Brand image and other BH dimensions should be measured in next studies. 3 software with a sample of 450 respondents determined by the simple random sampling method who had experience of using social The results show that social media marketing has a positive effect on brand trust, social media marketing has a positive influence on brand equity, and social media marketing has a positive influence on brand loyalty. For this study, 130 questionnaires were distributed and data were analyzed using the Structure Equation Model (SEM) version 22 of the AMOS (Analysis of Moment Structure) application. Building and maintaining brand loyalty and trust are the important themes for every firm in such competitive Oct 29, 2019 · N. , 2013: 79; Mousavi et al. For this purpose, influencers’ traits were divided into Dec 31, 2020 · This study examines the relationship between social media marketing and brand loyalty through brand trust. bzg jirntha auaf jekwb cpb noh nthf xqais shvtius mnncsbex oaya zdyu hymllfl ilkbf ufl