Abstract:
This research investigates the impact of perceived social media
marketing activities on brand- and value consciousness. It further examines the
effect of social media usage on materialism, brand consciousness and
conspicuous consumption, as examining materialism-centric behaviour is
becoming important in a consumption-based economy. A self-administered
questionnaire was developed and administered to a sample of 346
undergraduate students. Two different research models are tested and
confirmed. The findings of this research indicated that perceived social media
marketing activities have a significant effect on brand loyalty; brand
consciousness and value consciousness mediate the relationship between
perceived social media marketing activities and brand loyalty. Moreover,
evidence supports the idea that the greater the use of social media, the greater
the tendency towards materialism and conspicuous consumption. This study
confirms the growing importance of perceived social media marketing
activities in envisioning brand loyalty and provides insights on impact of social
media on materialism and conspicuous consumption.
