TY  - JOUR
AB  - 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 studentsFindings 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.
VL  - 29
IS  - 1
SN  - 1355-5855
DO  - 10.1108/APJML-10-2015-0154
UR  - https://doi.org/10.1108/APJML-10-2015-0154
AU  - Ismail Ahmed Rageh
PY  - 2017
Y1  - 2017/01/01
TI  - The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness
T2  - Asia Pacific Journal of Marketing and Logistics
PB  - Emerald Publishing Limited
SP  - 129
EP  - 144
Y2  - 2024/04/25
ER  -