The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness

Abstract

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.

Citation

Ismail, A.R. (2017), "The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness", Asia Pacific Journal of Marketing and Logistics, Vol. 29 No. 1, pp. 129-144. https://doi.org/10.1108/APJML-10-2015-0154