Abstract
The relationship between social media marketing, brand engagement, brand family, and brand loyalty are multifaceted and complex. Social media platforms have become pivotal in shaping consumer-brand interactions, influencing brand loyalty. This research examines the pattern of relationships between the above variables, using a total of 183 respondents. The analysis using PLS revealed several interesting findings regarding the relationships among the variables. Social media marketing has a positive impact on both brand engagement and brand familiarity, but it does not affect customer loyalty. Meanwhile, brand engagement and brand familiarity have a positive impact on customer loyalty. On the other hand, there is no direct influence of SMM on customer loyalty.
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