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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Journal Title
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Type
Article
Publisher
Asia Pacific Journal of Marketing and Logistics
Series Info
Asia Pacific Journal of Marketing and Logistics;Vol. 29 No. 1, pp. 129-144.
Scientific Journal Rankings
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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Citation
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