The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness
MetadataShow full item record
Â© 2017, Â© Emerald Publishing Limited. 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.
Showing items related by title, author, creator and subject.
Impact of perceived social media marketing activities on brand and value consciousness: Roles of usage, materialism and conspicuous consumptionRageh, Ahmed; Nguyen, B.; Melewar, T. (2018)Copyright © 2018 Inderscience Enterprises Ltd. This research investigates the impact of perceived social media marketing activities on brand- and value consciousness. It further examines the effect of social media usage ...
Rabbanee, Fazlul ; Sadeque, Saalem; Swapan, Mohammad (2019)City branding is an important activity of the governing authorities of the cities around the world. While extant literature on urban governance highlights the significance of residents’ role in the development and managing ...
Göbel, F.; Meyer, A.; Ramaseshan, Balasubramani; Bartsch, S. (2017)© 2017, © Emerald Publishing Limited. Purpose: The purpose of this paper is to contribute to marketing communications literature by exploring consumer responses to covert advertising (CA) in a social media context. ...