The Mediation Roles of Purchase intention and brand trust in Relationship between social marketing activities and brand loyalty

Abstract

The rise of social media significantly challenges the way of firms managing about introducing their brands. The literature on social media marketing activities (SMMA) has promoted specially in the field of luxury marketing. Building on the basic of web 2.0 social media applications have simplified and facilitated extraordinary growth in customer interaction in modern times. The objective of this study is to examine the role of affecting factors which influence Iranian luxury brands customers' attitude toward purchase intention and brand loyalty. A questionnaire was used for collecting data from a sample of 114 luxury brand customers in social media in Tehran, capital and metropolitan city of Iran. Structural equation modelling was applied to examine the impact of social media marketing activities on brand loyalty. The mediating role of purchase intention and brand trust is considered too. The results indicated that entertainment does not have positive impact on purchase intention, brand trust and brand loyalty. The results of this research enable luxury brands managers to forecast the future purchasing behaviour of their customers and provide a guide to managing their strategies and marketing activities in competitive environment.