The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness

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Date

2017

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Article

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Asia Pacific Journal of Marketing and Logistics

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Asia Pacific Journal of Marketing and Logistics;Vol. 29 No. 1, pp. 129-144.

Abstract

Purpose – The purpose of this paper is to investigate the impact of social media marketing activities on brand loyalty, value consciousness and brand consciousness. Design/methodology/approach – A self-administered questionnaire was developed and administered to a convenience sample of 346 undergraduate students Findings – The 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/value – This study confirms the growing importance of social media marketing. It also provides insights for marketers on envisioning brand loyalty.

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