Exploring the Impact of Social Media Marketing on Brand Loyalty and Purchase Intention

A Mediation Analysis of Brand Trust, Brand Identity, Brand Community, Value Co-Creation, and Brand Attachment

Abstract

Purpose

 This study aims to address the existing gaps in the literature regarding the precise contextualization and consistent structuring of the relationship between social media marketing (SMM), brand loyalty (BL), and purchase intention (PI). Unlike previous research that broadly examined the influence of SMM on BL and PI, this research adopts a holistic approach to identify specific SMM constructs that significantly impact BL. Additionally, it incorporates mediation variables such as brand trust (BT), brand identity (BI), brand community (BC), value co-creation (VC), and brand attachment (BA) to provide a nuanced understanding of the true impact of SMM on BL and PI.

Design/Methodology/Approach

 A cross-sectional survey was conducted with a sample of 384 clients in Pakistan using a self-structured questionnaire. Data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method to investigate the hypothesized relationships.

Findings

 The results indicate that BC and BL are significantly influenced by SMM. Moreover, the study reveals that SMM indirectly and positively affects BL and PI through the mediation of BT, BI, BC, VC, and BA.

Originality/Value

 This study contributes to the literature by providing a comprehensive framework that elucidates the direct and indirect effects of SMM on BL and PI. It offers valuable insights for practitioners seeking to leverage SMM to enhance BL and PI by emphasizing the importance of fostering a sense of community and attachment among consumers.