Brand love impact on the social media and stages of brand loyalty
The primary objective of the current research is to propose and investigate a conceptual model which integrates social media activities and brand love as antecedents and brand loyalty phases as an outcome of brand love. The proposed model is analysed with a sample of 240 fast fashion’s consumers by...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Copernicus
2019
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| Subjects: | |
| Online Access: | http://eprints.sunway.edu.my/1304/ http://eprints.sunway.edu.my/1304/1/Kamelia%20Chaichi%20Brand%20love%20impact.pdf |
| _version_ | 1848802022731546624 |
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| author | Suha, F. S. Tarofder, Arun Kumar Adiza, A. M. Chaichi, Kamelia * |
| author_facet | Suha, F. S. Tarofder, Arun Kumar Adiza, A. M. Chaichi, Kamelia * |
| author_sort | Suha, F. S. |
| building | SU Institutional Repository |
| collection | Online Access |
| description | The primary objective of the current research is to propose and investigate a conceptual model which integrates social media activities and brand love as antecedents and brand loyalty phases as an outcome of brand love. The proposed model is analysed with a sample of 240 fast fashion’s consumers by using a self -structured questionnaire survey technique. PLS -SEM applied for statistical analysis to evaluate the hypnotized linkage between the variables. The results show that social internet marketing has a tremendous impact on brand love in the fast fashion profession. Furthermore, the finding shows that social media, has an indirect constructive effect on the various phases of brand loyalty through brand love. The current research supports the crucial role of social media in marketing and advertising which will assist internet marketers to fully realize brand love and loyalty behavior. The consequence of this particular study might assist marketers to develop the successful communication approach through social networking activities to shape good attitudes and advance brand loyalty, particularly in fast fashion profession. |
| first_indexed | 2025-11-14T21:16:45Z |
| format | Article |
| id | sunway-1304 |
| institution | Sunway University |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T21:16:45Z |
| publishDate | 2019 |
| publisher | Copernicus |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | sunway-13042020-06-04T06:52:48Z http://eprints.sunway.edu.my/1304/ Brand love impact on the social media and stages of brand loyalty Suha, F. S. Tarofder, Arun Kumar Adiza, A. M. Chaichi, Kamelia * HF Commerce The primary objective of the current research is to propose and investigate a conceptual model which integrates social media activities and brand love as antecedents and brand loyalty phases as an outcome of brand love. The proposed model is analysed with a sample of 240 fast fashion’s consumers by using a self -structured questionnaire survey technique. PLS -SEM applied for statistical analysis to evaluate the hypnotized linkage between the variables. The results show that social internet marketing has a tremendous impact on brand love in the fast fashion profession. Furthermore, the finding shows that social media, has an indirect constructive effect on the various phases of brand loyalty through brand love. The current research supports the crucial role of social media in marketing and advertising which will assist internet marketers to fully realize brand love and loyalty behavior. The consequence of this particular study might assist marketers to develop the successful communication approach through social networking activities to shape good attitudes and advance brand loyalty, particularly in fast fashion profession. Copernicus 2019-11-20 Article PeerReviewed text en cc_by_nc_4 http://eprints.sunway.edu.my/1304/1/Kamelia%20Chaichi%20Brand%20love%20impact.pdf Suha, F. S. and Tarofder, Arun Kumar and Adiza, A. M. and Chaichi, Kamelia * (2019) Brand love impact on the social media and stages of brand loyalty. Polish Journal of Management Studies, 20 (1). pp. 382-393. ISSN 2081-7452 https://pjms.zim.pcz.pl/resources/html/article/details?id=196844 |
| spellingShingle | HF Commerce Suha, F. S. Tarofder, Arun Kumar Adiza, A. M. Chaichi, Kamelia * Brand love impact on the social media and stages of brand loyalty |
| title | Brand love impact on the social media and stages of brand loyalty |
| title_full | Brand love impact on the social media and stages of brand loyalty |
| title_fullStr | Brand love impact on the social media and stages of brand loyalty |
| title_full_unstemmed | Brand love impact on the social media and stages of brand loyalty |
| title_short | Brand love impact on the social media and stages of brand loyalty |
| title_sort | brand love impact on the social media and stages of brand loyalty |
| topic | HF Commerce |
| url | http://eprints.sunway.edu.my/1304/ http://eprints.sunway.edu.my/1304/ http://eprints.sunway.edu.my/1304/1/Kamelia%20Chaichi%20Brand%20love%20impact.pdf |