The influence of perceived social media marketing activities on brand loyalty

Ismail, Ahmed Rageh

doi:10.1108/apjml-10-2015-0154

Cited by 282 publications

(324 citation statements)

References 70 publications

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“…The tenth and last article in this special issue by (Ismail, 2017) this study confirmed the growing importance of social media marketing. It also provided insights for marketers on envisioning brand loyalty.…”

Section: Articles In This Special Issuesupporting

confidence: 63%

The Inspirations of Social Media Marketing: A Literature Review.

StevenMallya¹,

ijar²

2019

IJAR

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Section: Articles In This Special Issuesupporting

confidence: 63%

The Inspirations of Social Media Marketing: A Literature Review.

StevenMallya¹,

ijar²

2019

IJAR

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“…The same is mentioned in the study of Grubor et al (2017) which states that firm created social media communication positively and significantly influence toward behavioral loyalty. Perceptions of social media marketing activities are the main drivers of brand loyalty because followers of brand pages in social media tend to be loyal and committed to brands (Ismail, 2017). In the study, the positive effect indicates that the better the evaluation of firm created content created in Emina Cosmetic official social media, the higher the consumer loyalty to the Emina Cosmetic brand.…”

Section: Test Results Influence Evaluation Firm Created Content and Usmentioning

confidence: 70%

The effect of firm created content and user generated content evaluation on customer-based brand equity

Hermaren¹,

Achyar²

2018

inobis

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The purpose of this paper is to investigate social media communication and its impact on customer-based brand equity. Compare two social media communication tools that are firm created content and user generated content. A total of 114 data sets developed through a standard online survey to investigate the impact of firm created content and user-generated content evaluation in social media on brand awareness / association, perceived quality and brand loyalty to the cosmetics industry in Indonesia. A mini survey was conducted to find out the types of cosmetic brands that do not perform ad campaigns in traditional media such as television to see clearly the influence of brand communication in social media against brand awareness and association. The author applies Structural Equation Modeling (SEM) techniques to investigate the effect of communication on social media on customer-based brand equity. The findings of this study indicate that evaluation of firm created content has a positive and significant impact on brand association / awareness, perceived quality and brand loyalty. Meanwhile, evaluation of user-generated content has significant effect only on brand awareness / association and perceived quality. In the dimensions of customer-based brand equity, only perceived quality is significantly influenced by brand awareness / association. This research is relevant for marketers for the development of corporate strategy, especially in the cosmetics industry that uses social media as a medium of communication to customers.

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“…Previous studies have discussed the effect of social media marketing on brand loyalty, and the mediating effect of value consciousness and brand consciousness on the relationship between social media marketing and brand loyalty. This study tests the model (Ismail, 2017) in the context of Saudi Arabia, and developed a conceptual model that relates further, the variables, brand loyalty to eWOM, eWOM to purchase intentions, and perceived social media marketing to purchase intentions. Although the topic is discussed in literature, there is lack of research among the variables discussed.…”

Section: Importance Of the Studymentioning

confidence: 99%

“…Brand consciousness is defined as a concept that brand names are important in the psychological prepurchase process, (Nelson & McLeod, 2005;LaChance et al, 2003) the process that precedes the buying act. Despite its importance, the impact of perceived social media marketing activities on brand consciousness remains relatively unknown (Ismail, 2017). As brand information is shared at low costs among firms, consumers, and their peers, this increases brand awareness, brand loyalty and enhances brand recognition (Gunelius, 2011).…”

Section: Brand Consciousnessmentioning

confidence: 99%

“…Through social media, firms build brand loyalty through networking, conversation, and community building (McKee, 2010). Moreover, highly brand conscious consumers may buy expensive brands and remain loyal to the brand not because of quality perceptions per se, but because others may perceive them as socially positive due to the high price (Ismail, 2017;Bao & Mandrik, 2004). This study assumes that social media marketing activities influence brand consciousness and brand consciousness has an impact on brand loyalty.…”

Section: Brand Consciousnessmentioning

confidence: 99%

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The Impact of Perceived Social Media Marketing Activities: An Empirical Study in Saudi Context

Khan¹

2019

IJMS

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Purpose -The purpose is to investigate the impact of social media marketing activities in the context of Saudi consumers of social media. A research model is developed in this study to examine the relationships.Design/methodology/approach -This research is quantitative and uses the probability sampling technique, simple random sampling. Data is collected through a questionnaire in a survey of 241 Saudi social media users. Structural equation modeling (SEM) with PLS 3 was used with SPSS 22.0 for statistical data analysis. Chi-square and overall model fit indices further confirm the structural model fit.Findings -The results indicate that social media marketing activities significantly influence brand loyalty, purchase intentions, value consciousness and brand consciousness; brand loyalty has a significant statistical impact on eWOM; eWOM influences purchase intention significantly; brand consciousness does not mediate the relationship between perceived social media marketing and brand loyalty, while value consciousness mediates this relationship.Research limitations/ future research -The research is limited to Saudi social media users and this limits the results from being generalized. Future research must be conducted in other countries. Moreover, limited research is conducted with these variables in previous studies.Originality/value -This article is pioneering in that it investigates the effects of social media marketing in the context of Saudi consumers, a topic of relevance for both marketers and scholars in the era of social media. It provides empirical evidence and valuable insights through a proposed model.

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The influence of perceived social media marketing activities on brand loyalty

Cited by 282 publications

References 70 publications

The Inspirations of Social Media Marketing: A Literature Review.

The Inspirations of Social Media Marketing: A Literature Review.

The effect of firm created content and user generated content evaluation on customer-based brand equity

The Impact of Perceived Social Media Marketing Activities: An Empirical Study in Saudi Context

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