Improving Brand Loyalty Through Social Media Marketing: Is It Possible? An empirical study of S-O-R paradigm

Zichen Wang,Tanapol Kortana,Wenzhi Kuang,Y Ahn,F Wu

doi:10.1051/e3sconf/202021401039

Zichen Wang, Tanapol Kortana + Show 3 more

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In this study, a questionnaire survey was conducted by the consumers who purchasing Huawei mobile phones in China under the social media environment as the test subjects. At present, research on self-congruence with brands is still centered offline, so this research aims to broaden the scope of the self- concept exploration to consider the role of self-congruence with brands in the network, besides, to explore that how social media marketing affects the brand loyalty of customers, and whether it will be affected by self-congruence. At the same time, based on the S-O-R theory, a research framework containing six hypotheses was proposed through this study. All hypotheses were supported after data analysis by using SPSS 25, nevertheless, management implications were proposed based on the research conclusions.

Highlights

With the advent of Web 2.0, the speed of information exchange has become quite frequent with the intensification of competition among enterprises, the number of enterprises pays more and more attention to whether customers can participate in the circulation process of the enterprise value chain, and continues to promote new ways of marketing to meet customer needs
According to eMarketer (2019), the expenses of spending on social media advertising in 2018 was close to $25 billion, and eMarketer predicts that the advertising budgets will grow to about $34 billion by 2021, increasing companies have realized that the social media marketing plays a vital role in the corporate communication recently, companies begin to allocate a large amount of budget for social media marketing to build a strong social media image [1]
2.1 S-O-R Theory This research aims to explore the relationship between social media marketing and brand loyalty

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Introduction

With the advent of Web 2.0, the speed of information exchange has become quite frequent with the intensification of competition among enterprises, the number of enterprises pays more and more attention to whether customers can participate in the circulation process of the enterprise value chain, and continues to promote new ways of marketing to meet customer needs. Big data applications technology is becoming more and more mature with the continuous development of Web 2.0, the technological process would make social media easy to be accessed and easy to be used by the stakeholders, so that they can communicate with multiple channels. There are three research problems to be proposed: 1) Does social media marketing affect consumer loyalty?

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