Is social media marketing worth it for luxury brands? The dual impact of brand page satisfaction and brand love on word-of-mouth and attitudinal loyalty intentions

Abstract

Purpose This study aims to investigate the relationships between customer perceptions of luxury companies’ brand pages (i.e. brand page value and self-expressive brands) and customers’ affective (i.e. brand page satisfaction and brand love) and behavioral (i.e. word-of-mouth [WOM] and attitudinal loyalty intentions) responses. Design/methodology/approach Structural equation modeling was used to analyze the data of 290 social media users in the USA who followed at least one luxury brand on social media. Findings The results demonstrated that consumers’ brand page satisfaction, influenced by the brand page’s information and entertainment value, was related to brand love and WOM intentions. Meanwhile, brand love – defined as emotional devotion to a brand – was influenced by self-expressive brands and was positively related to both WOM and attitudinal loyalty intentions. Originality/value This study identifies a set of customer perceptions that drive consumers’ affective and behavioral responses and that can be used to guide luxury brands to best use their brand pages on social media. By developing and testing a dual-impact model consisting of brand page satisfaction and brand love, this study provides practical directions for luxury brand managers and marketers who wish to transform their followers into both brand advocates who elevate the brand through WOM communications and loyal customers who are committed to affiliating with and supporting the brand.

ANTESEDEN BRAND LOYALTY & WORD OF MOUTH : TEMPAT PARIWISATA DI INDONESIA

“…Brand love adalah hasil dari interaksi konsumen pada suatu merek, dan diketahui juga bahwa brand love sendiri menentukan tingkat ketertarikan emosional terhadap merek yang dimiliki konsumen yang terpuas kan terhadap suatu merek (Song and Kim 2022). Banyak konsumen yang menyukai merek yang berkualitas dan yang mencerminkan keandalan tinggi pada pangsa pasar yang besar, brand love sendiri memiliki dampak pada loyalitas sebuah merek (Song and Kim 2022).…”

“…Brand love adalah hasil dari interaksi konsumen pada suatu merek, dan diketahui juga bahwa brand love sendiri menentukan tingkat ketertarikan emosional terhadap merek yang dimiliki konsumen yang terpuas kan terhadap suatu merek (Song and Kim 2022). Banyak konsumen yang menyukai merek yang berkualitas dan yang mencerminkan keandalan tinggi pada pangsa pasar yang besar, brand love sendiri memiliki dampak pada loyalitas sebuah merek (Song and Kim 2022). Brand love didefinisikan memiliki ikatan dengan konsumennya, konsumen tersebut menciptakan fondasi yang kokoh dengan merek, konsumen dapat menyampaikan opini yang baik kepada calon konsumen (Yadav, Paul, and Mittal 2021).…”

Paradigm Shift to Social Media Marketing Impacting Consumer Purchase Intention in the Restaurant Industry

“…People's involvement and interaction have been transformed by social media platforms. Through the social media marketing access information at any time, location identify and benifical of two way communication, especially for marketing (J. R. Hanaysha, 2022b;Song & Kim, 2022).…”

The Role of Brand Love and Co-Creation on Word-of-Mouth Communication inBrand love and the Telecommunication Sector of Pakistan: Mediation of Brand Association and Brand Loyalty

“…As word of mouth on the product increases, the tendency for a customer to search for more information on the product is expected to be increased. For instance, they may choose the best option by testing different brands that have been mentioned by consumers' word of mouth (Le, 2021;Song & Kim, 2022;Torres et al, 2022).…”