دانلود رایگان مقاله انگلیسی تاثیر فعالیت های بازاریابی رسانه های اجتماعی درک شده بر وفاداری برند: ادراک ارزش - امرالد 2017

Abstract

Purpose The purpose of this paper is to investigate the impact of social media marketing activities on brand loyalty, value consciousness and brand consciousness. Design/methodology/approach A self-administered questionnaire was developed and administered to a convenience sample of 346 undergraduate students Findings The findings of this research indicated that social media marketing has a significant effect on brand loyalty; brand consciousness and value consciousness mediate the relationship between social media marketing and brand loyalty. Originality/value This study confirms the growing importance of social media marketing. It also provides insights for marketers on envisioning brand loyalty.

Discussion

The findings of this study confirmed that perceived social media marketing activities will assist marketers in conceiving brand loyalty, brand consciousness and value consciousness. The current research supports the idea that perceived social media marketing activities is a key driver of brand loyalty because followers of the brand pages on social media platforms tend to be loyal and committed to the brand (Bagozzi and Dholakia, 2006). The finding is congruent with previous studies which have founded that online brand communities, can enhance customer’s loyalty to the brand (McAlexander et al., 2002; Muniz and O’Guinn, 2001; Schau et al., 2009; Zhou et al., 2011). Therefore, the study concluded that perceived social media marketing activities is effective tool developing relationship with customers, and building brand loyalty within the social media based brand community.

Also, this study has set out to examine the impact of social media on marketing on brand consciousness from consumer’s perspective. The assumption of perceived social media marketing activities exert an important impact on a brand consciousness is believed to be valid. Previous research mainly has demonstrated the impact of the traditional instruments (TV, Radio and magazines, etc) of marketing communications on brand loyalty, brand association and brand awareness (Yoo et al., 2000). However, today’s consumers, especially young, are more brand conscious, they regard social media as a more trustworthy source of information about their brands than traditional instruments of marketing communications. Consumers searching for clothing, cosmetics, shoes, perfumes, fashion accessories or other products are exposed to a plethora of social media marketing activities in addition to the traditional media such TV commercials and other promotional activities, this exposure makes consumer well informed about their brands. In a nutshell, the social media marketing is good strategy for brand consciousness. It is considered as an informative tool for customers to get up-to-date details about the products. The contribution of current study findings to theory is that the extension of marketing communication tools to incorporate social media and its impact on brand consciousness.