Abstract
Social media marketing (SMM) is a new field that involves the marketing of goods, services, information, and ideas via online networks and social media. 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 in Northern Cyprus. Empirical evidence was collected from 415 undergraduate students who follow specific coffee shops on Facebook, and a structural equation modeling approach was applied. The results showed a significant positive influence of SMMA on brand loyalty, brand trust, and revisit intention. The findings show that SMMA are a stronger predictor of revisit intention than brand loyalty and brand trust. Furthermore, brand loyalty and brand trust are significant mediators in the relationship between SMMA and revisit intention. Additionally, the sequential mediation effects of brand loyalty and brand trust in the relationship between SMMA and revisit intention are supported. Overall, with effective SMMA from coffee shops on Facebook, the customer grows confidence in the brand, which increases the level of brand loyalty. This, in turn, encourages revisit intention of the customer. As a result, brand executives on social media platforms (in this case, Facebook) should promote specific SMMA for their brands and engage in such activities to creates brand trust and brand loyalty. These findings contribute to the literature by examining the relationship between SMMA and revisit intention and exploring how SMMA affect revisit intention by adding brand loyalty and brand trust as mediators.
Highlights
Social media power has shifted the actions of consumers and companies
With different communication tools and content in the tourism and hospitality industry, social media marketing (SMM) appeals to researchers and specialists for many reasons, such as the advantages that online social media networks offer as hospitality business marketing tools
We examined the mediation effect of brand trust and brand loyalty in the relationship between social-media-marketing activities (SMMA) and revisit intention
Summary
Social media power has shifted the actions of consumers and companies. For example, to get breaking news, people have started using Twitter instead of newspapers or television.Even YouTube celebrities are more famous than Hollywood stars [1]. Social media power has shifted the actions of consumers and companies. To get breaking news, people have started using Twitter instead of newspapers or television. Businesses create social media fan pages for their brands through Facebook, Instagram, and Twitter to reach many consumers, which has led to new types of marketing plans, called social media marketing (SMM). With different communication tools and content in the tourism and hospitality industry, SMM appeals to researchers and specialists for many reasons, such as the advantages that online social media networks offer as hospitality business marketing tools. SMM is described as the method of using social media networks to create, interactively deliver, and turn corporate contributions beneficial to corporate stakeholders [2]. Hospitality businesses should apply SMM to make a substantial profitefficient investment [3] and provide a perfect platform for hotels to discover their customers’
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