The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness
© 2017, © 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...
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| Format: | Journal Article |
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Emerald Group Publishing
2017
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| Online Access: | http://hdl.handle.net/20.500.11937/63277 |
| _version_ | 1848761043039289344 |
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| author | Rageh, Ahmed |
| author_facet | Rageh, Ahmed |
| author_sort | Rageh, Ahmed |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | © 2017, © 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. |
| first_indexed | 2025-11-14T10:25:23Z |
| format | Journal Article |
| id | curtin-20.500.11937-63277 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T10:25:23Z |
| publishDate | 2017 |
| publisher | Emerald Group Publishing |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-632772018-02-06T06:24:36Z The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness Rageh, Ahmed © 2017, © 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. 2017 Journal Article http://hdl.handle.net/20.500.11937/63277 10.1108/APJML-10-2015-0154 Emerald Group Publishing restricted |
| spellingShingle | Rageh, Ahmed The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness |
| title | The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness |
| title_full | The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness |
| title_fullStr | The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness |
| title_full_unstemmed | The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness |
| title_short | The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness |
| title_sort | influence of perceived social media marketing activities on brand loyalty: the mediation effect of brand and value consciousness |
| url | http://hdl.handle.net/20.500.11937/63277 |