The Impact of Brand Identification, Social Media Marketing, and Brand Satisfaction Towards Brand Loyalty in the Indonesian Food and Beverage Sector

Japiana, Meilia; Keni, Keni

doi:10.2991/aebmr.k.220501.070

Cited by 1 publication

(1 citation statement)

References 0 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Service quality and customer satisfaction are important in gaining brand loyalty in the food and beverage industry (Özkan, 2020). Japiana and Keni (2021) asserted that social media marketing in Indonesia's food and beverage sector has positive and significant impact on brand loyalty. It is found that the social media marketing in the food and beverage sector is entertaining, attractive, clear and fit with customer taste and this had induced brand loyalty.…”

Section: Brand Equity Dimensionsmentioning

confidence: 99%

The Mediating Role of Segmentation in Social Media Marketing and Brand Equity: A Study in Food and Beverage Industry

Abdul Ghani Azmi

2023

IJEMA

View full text Add to dashboard Cite

Food and beverage industry in Malaysia provides a significant GDP contribution. However, majority of firms are SMEs that face financial access as their main problem. Social media marketing is a novel trend in business nowadays due to technology intensification. This article investigates the link between social media marketing and brand equity whereby segmentation is the mediator variable in the SME food and beverage industry. By using questionnaires distributed systematically to consumers at shopping malls, about 329 usable responses were obtained. The results indicated no direct relationship between social media marketing and brand equity. A positive and significant relationship exists, however, between social media marketing and segmentation, segmentation and brand equity which indicates that segmentation is a partial mediator. The findings imply that SMEs especially in the food and beverage industry should carefully segment their market and at the same time, increase social media usage in marketing their products. This study is the first attempt to examine segmentation as mediating variable in the food and beverage industry.

show abstract

Section: Brand Equity Dimensionsmentioning

confidence: 99%

The Mediating Role of Segmentation in Social Media Marketing and Brand Equity: A Study in Food and Beverage Industry

Abdul Ghani Azmi

2023

IJEMA

View full text Add to dashboard Cite

show abstract

The Impact of Brand Identification, Social Media Marketing, and Brand Satisfaction Towards Brand Loyalty in the Indonesian Food and Beverage Sector

Cited by 1 publication

References 0 publications

The Mediating Role of Segmentation in Social Media Marketing and Brand Equity: A Study in Food and Beverage Industry

The Mediating Role of Segmentation in Social Media Marketing and Brand Equity: A Study in Food and Beverage Industry

Contact Info

Product

Resources

About