Factor model of social media marketing effect on brand loyalty

Olga Chubukova,Igor Ponomarenko,Nataliia Rallie,Iuliia Kostynets,Yuliia Zymbalevska,S Semerikov,H Danylchuk,L Kibalnyk,V Soloviev,O Chernyak

doi:10.1051/shsconf/20196504011

Olga Chubukova, Igor Ponomarenko + Show 8 more

Open Access

https://doi.org/10.1051/shsconf/20196504011

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Abstract

This research presents the model regarding core factors of social media marketing effect on brand loyalty. The conceptual model was defined based on the five hypotheses. It was conducted a reliability analysis based on the internal consistency of measurements, using Cronbach Alpha and composite reliability coefficients. The model shows that the characteristics of social media marketing communications have a direct effect on brand trust and brand affect. It also demonstrates that brand trust has a direct effect on brand affect and on brand loyalty. Brand affect has also a direct effect on brand loyalty. The research demonstrated that social media marketing communication has the capacity to influence brand trust and brand affect, the two main determinants of brand loyalty. The model shows that the characteristics of social media marketing communications have a direct effect on brand trust and brand affect. It also demonstrates that brand trust has a direct effect on brand affect and on brand loyalty. Brand affect has also a direct effect on brand loyalty. Therefore, all five research hypotheses were validated. The implications for marketing theory and practice are discussed, and avenues for future research are proposed.

Highlights

In the conditions of active integration of a large population to the Internet and its involvement in social networks, a new kind of marketing has emerged – social media marketing
The conceptual model regarding the influence of social media marketing communication on brand trust, brand affect and brand loyalty includes four variables
The variables brand trust, brand affect and brand loyalty were defined as reflective variables and were measured through 5 items each, evaluated on 7-points Likert scales, from 1-strongly disagree to 7-strongly agree

Summary

Introduction

In the conditions of active integration of a large population to the Internet and its involvement in social networks, a new kind of marketing has emerged – social media marketing. Evolution of views of users of the global network and the transformation of social networks in conditions of significant competition between them requires continuous monitoring of these services and changing the behavioral models of the relevant groups of users to optimize the marketing strategies of companies. Social media marketing is based on social ecosystem that makes possible to identify the peculiarities of constructing structural interactions in certain communities of the digital environment and to use them in the process of developing relevant marketing strategies

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