Do Social Media Marketing Activities Improve Brand Loyalty? An Empirical Study on Luxury Fashion Brands

Abdulla H. Fetais (), Raed S. Algharabat (), Abdullah Aljafari () and Nripendra P. Rana ()
Additional contact information
Abdulla H. Fetais: Qatar University
Raed S. Algharabat: Qatar University
Abdullah Aljafari: Qatar University
Nripendra P. Rana: Qatar University

Information Systems Frontiers, 2023, vol. 25, issue 2, No 18, 795-817

Abstract: Abstract This research aims to investigate the impact of social media marketing activities (SMMa) on brand loyalty directly and through mediating variables community engagement and lovemark. To propose a research model, we used the theories including lovemark theory, engagement theory and brand equity theory. As a result, this research investigates the impact of SMMa, community engagement, and lovemark on brand loyalty. Using an online survey, we collected data from 464 female participants who are following luxury fashion brands on major social networking sites including Facebook, Instagram, Snapchat, and Twitter. Results using PLS revealed that SMMa positively influences community engagement and lovemark. Moreover, we find positive relationships between community engagement, lovemark and brand loyalty. However, we find that SMMa has no direct influence on brand loyalty.

Keywords: Social media; Community engagement; Lovemark; Brand loyalty; Fashion brands; Qatar (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://link.springer.com/10.1007/s10796-022-10264-7 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:spr:infosf:v:25:y:2023:i:2:d:10.1007_s10796-022-10264-7

Ordering information: This journal article can be ordered from
http://www.springer.com/journal/10796

DOI: 10.1007/s10796-022-10264-7

Access Statistics for this article

Information Systems Frontiers is currently edited by Ram Ramesh and Raghav Rao

More articles in Information Systems Frontiers from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().