Authenticity as a Strategic Weapon: Navigating the Social Media Battlefield to Enhance Brand Loyalty

Ahmad Sohail (), Liang Li (), Iqbal Ahmad and Hussain Sarki Irshad
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Ahmad Sohail: School of Economics and Management, Southwest Jiaotong University, Chengdu, 611756, China
Liang Li: School of Economics and Management, Southwest Jiaotong University, Chengdu, 611756, China
Iqbal Ahmad: The Islamia University of Bahawalpur, Rahim Yar Khan, Punjab, Pakistan
Hussain Sarki Irshad: Department of Business Administration, National College of Business Administration and Economics, Rahim Yar Khan, Punjab, Pakistan

Review of Marketing Science, 2024, vol. 22, issue 1, 133-167

Abstract: In the dynamic landscape of the fashion industry, cultivating brand loyalty has become a challenging endeavour, intensified by the competitive realm of social media. This study addresses the crucial problem of fostering brand loyalty in the digital era by employing authenticity as a strategic weapon. Using an integrated Stimulus-Organism-Response (SOR) framework and social presence theory, we explore the diverse impact of social media marketing activity (SMMa) on brand authenticity and brand loyalty. Through empirical analysis of data from 365 consumers engaging with global fashion brands on social media, we find a direct and significant impact of SMMa on brand authenticity and brand loyalty. Brand authenticity partially mediates the relationship between SMMa and brand loyalty. While self-congruence does not moderate the effects, the research highlights the importance of authenticity in shaping effective brand strategies on social platforms. The implications of these findings are valuable for fashion marketers, guiding them in creating authentic brand images and fostering enduring customer relationships in the competitive world of digital marketing.

Keywords: social media marketing activity (SMMa); brand authenticity (BA); brand loyalty (BL); self-congruence; stimulus-organism-response (SOR) theory; social presence theory (SP) (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1515/roms-2023-0118

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