UPM Institutional Repository

How does social media marketing enhance brand loyalty?identifying mediators relevant to the cinema context


Citation

Yee, Wong Foong and Seng, Kaixin and Lim, Xin Jean and Rathakrishnan, Thanuja (2021) How does social media marketing enhance brand loyalty?identifying mediators relevant to the cinema context. Journal of Marketing Analytics, 10 (2). 114 - 130. ISSN 2050-3318; ESSN: 2050-3326

Abstract

Social media has created a new norm for organizations to engage with their consumers and expand their businesses. In view of this, brand loyalty as an outcome of social media marketing has been acknowledged as a central theme in building long-term consumer relationships. This study focuses on this issue by exploring multiple mediators between social media marketing (SMM) and brand loyalty in the context of cinemas. An online questionnaire was distributed to a sample of 270 cinema goers who were also social media users, in Malaysia. The results of the PLS-SEM analysis revealed that brand satisfaction, brand relationship quality, brand consciousness and value consciousness are significant mediators that impact the relationship between SMM and brand loyalty. Finally, the implications of this study and directions for future research are discussed.


Download File

Full text not available from this repository.

Additional Metadata

Item Type: Article
Divisions: School of Business and Economics
DOI Number: https://doi.org/10.1057/s41270-021-00110-1
Publisher: Palgrave Macmillan
Keywords: Brand consciousness; Brand loyalty; Brand relationship quality; Brand satisfaction; Social media marketing; Value consciousness
Depositing User: Ms. Che Wa Zakaria
Date Deposited: 22 Sep 2023 23:39
Last Modified: 22 Sep 2023 23:39
Altmetrics: http://www.altmetric.com/details.php?domain=psasir.upm.edu.my&doi=10.1057/s41270-021-00110-1
URI: http://psasir.upm.edu.my/id/eprint/101726
Statistic Details: View Download Statistic

Actions (login required)

View Item View Item