The influence of perceived social media marketing activities on brand loyalty

Abstract

PurposeThe purpose of this paper is to investigate the impact of social media marketing activities on brand loyalty, value consciousness and brand consciousness.Design/methodology/approachA self-administered questionnaire was developed and administered to a convenience sample of 346 undergraduate studentsFindingsThe findings of this research indicated that social media marketing has a significant effect on brand loyalty; brand consciousness and value consciousness mediate the relationship between social media marketing and brand loyalty.Originality/valueThis study confirms the growing importance of social media marketing. It also provides insights for marketers on envisioning brand loyalty.