Work

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

Year: 2022

Type: article

Abstract: 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.

Source: Information Systems Frontiers

DOI: 10.1007/s10796-022-10264-7

Authors: Abdulla H. Fetais, Raed S. Algharabat, Abdullah Aljafari, Nripendra P. Rana

Institution: Qatar University

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: hybrid

Estimated APC paid: $2,890

Funder: Qatar University