How does social media marketing enhance brand loyalty?identifying mediators relevant to the cinema context
Social media has created a new norm for organizations to engage with their consumers and expand their businesses. In view of this, brand loyalty as an outcome of social media marketing has been acknowledged as a central theme in building long-term consumer relationships. This study focuses on this i...
| Main Authors: | , , , |
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| Format: | Article |
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Palgrave Macmillan
2021
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| _version_ | 1796984098332344320 |
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| author | Yee, Wong Foong Seng, Kaixin Lim, Xin Jean Rathakrishnan, Thanuja |
| author_facet | Yee, Wong Foong Seng, Kaixin Lim, Xin Jean Rathakrishnan, Thanuja |
| author_sort | Yee, Wong Foong |
| collection | UPM |
| description | Social media has created a new norm for organizations to engage with their consumers and expand their businesses. In view of this, brand loyalty as an outcome of social media marketing has been acknowledged as a central theme in building long-term consumer relationships. This study focuses on this issue by exploring multiple mediators between social media marketing (SMM) and brand loyalty in the context of cinemas. An online questionnaire was distributed to a sample of 270 cinema goers who were also social media users, in Malaysia. The results of the PLS-SEM analysis revealed that brand satisfaction, brand relationship quality, brand consciousness and value consciousness are significant mediators that impact the relationship between SMM and brand loyalty. Finally, the implications of this study and directions for future research are discussed. |
| first_indexed | 2024-03-06T11:15:47Z |
| format | Article |
| id | upm.eprints-101726 |
| institution | Universiti Putra Malaysia |
| last_indexed | 2024-03-06T11:15:47Z |
| publishDate | 2021 |
| publisher | Palgrave Macmillan |
| record_format | dspace |
| spelling | upm.eprints-1017262023-09-22T23:39:25Z http://psasir.upm.edu.my/id/eprint/101726/ How does social media marketing enhance brand loyalty?identifying mediators relevant to the cinema context Yee, Wong Foong Seng, Kaixin Lim, Xin Jean Rathakrishnan, Thanuja Social media has created a new norm for organizations to engage with their consumers and expand their businesses. In view of this, brand loyalty as an outcome of social media marketing has been acknowledged as a central theme in building long-term consumer relationships. This study focuses on this issue by exploring multiple mediators between social media marketing (SMM) and brand loyalty in the context of cinemas. An online questionnaire was distributed to a sample of 270 cinema goers who were also social media users, in Malaysia. The results of the PLS-SEM analysis revealed that brand satisfaction, brand relationship quality, brand consciousness and value consciousness are significant mediators that impact the relationship between SMM and brand loyalty. Finally, the implications of this study and directions for future research are discussed. Palgrave Macmillan 2021-04-07 Article PeerReviewed Yee, Wong Foong and Seng, Kaixin and Lim, Xin Jean and Rathakrishnan, Thanuja (2021) How does social media marketing enhance brand loyalty?identifying mediators relevant to the cinema context. Journal of Marketing Analytics, 10 (2). 114 - 130. ISSN 2050-3318; ESSN: 2050-3326 https://link.springer.com/article/10.1057/s41270-021-00110-1 10.1057/s41270-021-00110-1 |
| spellingShingle | Yee, Wong Foong Seng, Kaixin Lim, Xin Jean Rathakrishnan, Thanuja How does social media marketing enhance brand loyalty?identifying mediators relevant to the cinema context |
| title | How does social media marketing enhance brand loyalty?identifying mediators relevant to the cinema context |
| title_full | How does social media marketing enhance brand loyalty?identifying mediators relevant to the cinema context |
| title_fullStr | How does social media marketing enhance brand loyalty?identifying mediators relevant to the cinema context |
| title_full_unstemmed | How does social media marketing enhance brand loyalty?identifying mediators relevant to the cinema context |
| title_short | How does social media marketing enhance brand loyalty?identifying mediators relevant to the cinema context |
| title_sort | how does social media marketing enhance brand loyalty identifying mediators relevant to the cinema context |
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