How does social media marketing enhance brand loyalty? Identifying mediators relevant to the cinema context

Wong Foong Yee (), Siew Imm Ng (), Kaixin Seng (), Xin-Jean Lim () and Thanuja Rathakrishnan ()
Additional contact information
Wong Foong Yee: Universiti Putra Malaysia
Siew Imm Ng: Universiti Putra Malaysia
Kaixin Seng: Universiti Putra Malaysia
Xin-Jean Lim: Universiti Putra Malaysia
Thanuja Rathakrishnan: Universiti Putra Malaysia

Journal of Marketing Analytics, 2022, vol. 10, issue 2, No 3, 114-130

Abstract: Abstract 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.

Keywords: Brand consciousness; Brand loyalty; Brand relationship quality; Brand satisfaction; Social media marketing; Value consciousness (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
http://link.springer.com/10.1057/s41270-021-00110-1 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:jmarka:v:10:y:2022:i:2:d:10.1057_s41270-021-00110-1

Ordering information: This journal article can be ordered from
http://www.springer. ... gement/journal/41270

DOI: 10.1057/s41270-021-00110-1

Access Statistics for this article

Journal of Marketing Analytics is currently edited by Maria Petrescu and Anjala Krishnen

More articles in Journal of Marketing Analytics from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().