Linking Social Media Marketing Activities to Revisit Intention through Brand Trust and Brand Loyalty on the Coffee Shop Facebook Pages: Exploring Sequential Mediation Mechanism

Blend Ibrahim, Ahmad Aljarah and Dima Sawaftah
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Blend Ibrahim: Department of Tourism, School of Tourism and Hospitality Management, Girne American University, Girne 99300, North Cyprus, Mersin 10, Turkey
Ahmad Aljarah: Marketing Department, Faculty of Business and Economic, Girne American University, Girne 99300, North Cyprus, Mersin 10, Turkey
Dima Sawaftah: Marketing Department, Faculty of Business and Economic, Girne American University, Girne 99300, North Cyprus, Mersin 10, Turkey

Sustainability, 2021, vol. 13, issue 4, 1-15

Abstract: Social media marketing (SMM) is a new field that involves the marketing of goods, services, information, and ideas via online networks and social media. Drawing on the stimulus-organism-response framework, this study aims to examine how social-media-marketing activities (SMMA) affect brand loyalty, brand trust, and revisit intention (returning to the same place in the future) for coffee shops in Northern Cyprus. Empirical evidence was collected from 415 undergraduate students who follow specific coffee shops on Facebook, and a structural equation modeling approach was applied. The results showed a significant positive influence of SMMA on brand loyalty, brand trust, and revisit intention. The findings show that SMMA are a stronger predictor of revisit intention than brand loyalty and brand trust. Furthermore, brand loyalty and brand trust are significant mediators in the relationship between SMMA and revisit intention. Additionally, the sequential mediation effects of brand loyalty and brand trust in the relationship between SMMA and revisit intention are supported. Overall, with effective SMMA from coffee shops on Facebook, the customer grows confidence in the brand, which increases the level of brand loyalty. This, in turn, encourages revisit intention of the customer. As a result, brand executives on social media platforms (in this case, Facebook) should promote specific SMMA for their brands and engage in such activities to creates brand trust and brand loyalty. These findings contribute to the literature by examining the relationship between SMMA and revisit intention and exploring how SMMA affect revisit intention by adding brand loyalty and brand trust as mediators.

Keywords: social media marketing activities; brand loyalty; revisit intention; brand trust; customer behavior; coffee shops; hospitality industry; North Cyprus (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (8)

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