Advanced search

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

Ahmed Rageh Ismail (School of Business, Curtin University, Miri, Malaysia)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Publication date: 9 January 2017

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.

Keywords

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

Download as .RIS

Publisher

:

Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

To read the full version of this content please select one of the options below

You may be able to access this content by logging in via Shibboleth, Open Athens or with your Emerald account.
To rent this content from Deepdyve, please click the button.
Rent from Deepdyve
If you think you should have access to this content, click the button to contact our support team.
Contact us
Manage cookies

We’re listening — tell us what you think

Join us on our journey