The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness
Date
2017
Authors
Journal Title
Journal ISSN
Volume Title
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.
Description
MSA Google Scholar
Keywords
Citation
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