The influence of perceived social media marketing activities on brand loyalty
書誌事項
- タイトル別名
-
- The mediation effect of brand and value consciousness
説明
<jats:sec><jats:title content-type="abstract-subheading">Purpose</jats:title><jats:p>The purpose of this paper is to investigate the impact of social media marketing activities on brand loyalty, value consciousness and brand consciousness.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title><jats:p>A self-administered questionnaire was developed and administered to a convenience sample of 346 undergraduate students</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Findings</jats:title><jats:p>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.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Originality/value</jats:title><jats:p>This study confirms the growing importance of social media marketing. It also provides insights for marketers on envisioning brand loyalty.</jats:p></jats:sec>
収録刊行物
-
- Asia Pacific Journal of Marketing and Logistics
-
Asia Pacific Journal of Marketing and Logistics 29 (1), 129-144, 2017-01-09
Emerald
