Factor model of social media marketing effect on brand loyalty

Abstract

This research presents the model regarding core factors of social media marketing effect on brand loyalty. The conceptual model was defined based on the five hypotheses. It was conducted a reliability analysis based on the internal consistency of measurements, using Cronbach Alpha and composite reliability coefficients. The model shows that the characteristics of social media marketing communications have a direct effect on brand trust and brand affect. It also demonstrates that brand trust has a direct effect on brand affect and on brand loyalty. Brand affect has also a direct effect on brand loyalty. The research demonstrated that social media marketing communication has the capacity to influence brand trust and brand affect, the two main determinants of brand loyalty. The model shows that the characteristics of social media marketing communications have a direct effect on brand trust and brand affect. It also demonstrates that brand trust has a direct effect on brand affect and on brand loyalty. Brand affect has also a direct effect on brand loyalty. Therefore, all five research hypotheses were validated. The implications for marketing theory and practice are discussed, and avenues for future research are proposed.

The Relationship Between Risk Aversion and Brand Loyalty in Men’s Care Products

“…The risk aversion of cosmetic products men's care when buying a product, the respondent feels it is safer to buy a familiar brand can increase brand affect by creating a feeling of good when using this brand and brand gives pleasure. The results of this research support research results which state that risk aversion has an influence on increasing brand affect (Chubukova et al, 2019;Soedarto, 2019;Konuk, 2018).…”

“…According to Chubukova et al (2019), the definition of brand affect reflects consumers' emotional involvement in a brand because brands act as a critical reflection of self-identity or are essential symbols of something meaningful to consumers. It reflects a person's overall feeling or sentiment towards a brand and can include positive and negative emotions.…”