Do Social Media Marketing Activities Improve Brand Loyalty? An Empirical Study on Luxury Fashion Brands
<p>This research aims to investigate the impact of social media marketing activities (SMMa) on brand loyalty directly and through mediating variables community engagement and lovemark. To propose a research model, we used the theories including lovemark theory, engagement theory and brand equi...
محفوظ في:
| المؤلف الرئيسي: | |
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| مؤلفون آخرون: | , , |
| منشور في: |
2022
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| الموضوعات: | |
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إضافة وسم
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| _version_ | 1864513567652315136 |
|---|---|
| author | Abdulla H. Fetais (14151081) |
| author2 | Raed S. Algharabat (14151084) Abdullah Aljafari (14151087) Nripendra P. Rana (14047252) |
| author2_role | author author author |
| author_facet | Abdulla H. Fetais (14151081) Raed S. Algharabat (14151084) Abdullah Aljafari (14151087) Nripendra P. Rana (14047252) |
| author_role | author |
| dc.creator.none.fl_str_mv | Abdulla H. Fetais (14151081) Raed S. Algharabat (14151084) Abdullah Aljafari (14151087) Nripendra P. Rana (14047252) |
| dc.date.none.fl_str_mv | 2022-11-22T21:13:19Z |
| dc.identifier.none.fl_str_mv | 10.1007/s10796-022-10264-7 |
| dc.relation.none.fl_str_mv | https://figshare.com/articles/journal_contribution/Do_Social_Media_Marketing_Activities_Improve_Brand_Loyalty_An_Empirical_Study_on_Luxury_Fashion_Brands/21597273 |
| dc.rights.none.fl_str_mv | CC BY 4.0 info:eu-repo/semantics/openAccess |
| dc.subject.none.fl_str_mv | Distributed computing and systems software Information systems Computer Networks and Communications Information Systems Theoretical Computer Science Software |
| dc.title.none.fl_str_mv | Do Social Media Marketing Activities Improve Brand Loyalty? An Empirical Study on Luxury Fashion Brands |
| dc.type.none.fl_str_mv | Text Journal contribution info:eu-repo/semantics/publishedVersion text contribution to journal |
| description | <p>This research aims to investigate the impact of social media marketing activities (SMMa) on brand loyalty directly and through mediating variables community engagement and lovemark. To propose a research model, we used the theories including lovemark theory, engagement theory and brand equity theory. As a result, this research investigates the impact of SMMa, community engagement, and lovemark on brand loyalty. Using an online survey, we collected data from 464 female participants who are following luxury fashion brands on major social networking sites including Facebook, Instagram, Snapchat, and Twitter. Results using PLS revealed that SMMa positively influences community engagement and lovemark. Moreover, we find positive relationships between community engagement, lovemark and brand loyalty. However, we find that SMMa has no direct influence on brand loyalty.</p><h2>Other Information</h2> <p> Published in: Information Systems Frontiers<br> License: <a href="https://creativecommons.org/licenses/by/4.0" target="_blank">https://creativecommons.org/licenses/by/4.0</a><br>See article on publisher's website: <a href="http://dx.doi.org/10.1007/s10796-022-10264-7" target="_blank">http://dx.doi.org/10.1007/s10796-022-10264-7</a></p> |
| eu_rights_str_mv | openAccess |
| id | Manara2_028b216ccc6c2d3a0a4237aacc3d7d35 |
| identifier_str_mv | 10.1007/s10796-022-10264-7 |
| network_acronym_str | Manara2 |
| network_name_str | Manara2 |
| oai_identifier_str | oai:figshare.com:article/21597273 |
| publishDate | 2022 |
| repository.mail.fl_str_mv | |
| repository.name.fl_str_mv | |
| repository_id_str | |
| rights_invalid_str_mv | CC BY 4.0 |
| spelling | Do Social Media Marketing Activities Improve Brand Loyalty? An Empirical Study on Luxury Fashion BrandsAbdulla H. Fetais (14151081)Raed S. Algharabat (14151084)Abdullah Aljafari (14151087)Nripendra P. Rana (14047252)Distributed computing and systems softwareInformation systemsComputer Networks and CommunicationsInformation SystemsTheoretical Computer ScienceSoftware<p>This research aims to investigate the impact of social media marketing activities (SMMa) on brand loyalty directly and through mediating variables community engagement and lovemark. To propose a research model, we used the theories including lovemark theory, engagement theory and brand equity theory. As a result, this research investigates the impact of SMMa, community engagement, and lovemark on brand loyalty. Using an online survey, we collected data from 464 female participants who are following luxury fashion brands on major social networking sites including Facebook, Instagram, Snapchat, and Twitter. Results using PLS revealed that SMMa positively influences community engagement and lovemark. Moreover, we find positive relationships between community engagement, lovemark and brand loyalty. However, we find that SMMa has no direct influence on brand loyalty.</p><h2>Other Information</h2> <p> Published in: Information Systems Frontiers<br> License: <a href="https://creativecommons.org/licenses/by/4.0" target="_blank">https://creativecommons.org/licenses/by/4.0</a><br>See article on publisher's website: <a href="http://dx.doi.org/10.1007/s10796-022-10264-7" target="_blank">http://dx.doi.org/10.1007/s10796-022-10264-7</a></p>2022-11-22T21:13:19ZTextJournal contributioninfo:eu-repo/semantics/publishedVersiontextcontribution to journal10.1007/s10796-022-10264-7https://figshare.com/articles/journal_contribution/Do_Social_Media_Marketing_Activities_Improve_Brand_Loyalty_An_Empirical_Study_on_Luxury_Fashion_Brands/21597273CC BY 4.0info:eu-repo/semantics/openAccessoai:figshare.com:article/215972732022-11-22T21:13:19Z |
| spellingShingle | Do Social Media Marketing Activities Improve Brand Loyalty? An Empirical Study on Luxury Fashion Brands Abdulla H. Fetais (14151081) Distributed computing and systems software Information systems Computer Networks and Communications Information Systems Theoretical Computer Science Software |
| status_str | publishedVersion |
| title | Do Social Media Marketing Activities Improve Brand Loyalty? An Empirical Study on Luxury Fashion Brands |
| title_full | Do Social Media Marketing Activities Improve Brand Loyalty? An Empirical Study on Luxury Fashion Brands |
| title_fullStr | Do Social Media Marketing Activities Improve Brand Loyalty? An Empirical Study on Luxury Fashion Brands |
| title_full_unstemmed | Do Social Media Marketing Activities Improve Brand Loyalty? An Empirical Study on Luxury Fashion Brands |
| title_short | Do Social Media Marketing Activities Improve Brand Loyalty? An Empirical Study on Luxury Fashion Brands |
| title_sort | Do Social Media Marketing Activities Improve Brand Loyalty? An Empirical Study on Luxury Fashion Brands |
| topic | Distributed computing and systems software Information systems Computer Networks and Communications Information Systems Theoretical Computer Science Software |