Factor model of social media marketing effect on brand loyalty

¹ Kyiv National University of Technology and Design, Department of Economic Cybernetics and Marketing, 2, Nemirovycha-Danchenko str., Kyiv, 01011, Ukraine
² National Academy of Management, Department of Marketing, Economics, Management and Administration, 15, Ushynskogo str., Kyiv, 03151, Ukraine

^* Corresponding author: yulia.kostinets@gmai.com

Abstract

This research presents the model regarding core factors of social media marketing effect on brand loyalty. The conceptual model was defined based on the five hypotheses. It was conducted a reliability analysis based on the internal consistency of measurements, using Cronbach Alpha and composite reliability coefficients. The model shows that the characteristics of social media marketing communications have a direct effect on brand trust and brand affect. It also demonstrates that brand trust has a direct effect on brand affect and on brand loyalty. Brand affect has also a direct effect on brand loyalty. The research demonstrated that social media marketing communication has the capacity to influence brand trust and brand affect, the two main determinants of brand loyalty. The model shows that the characteristics of social media marketing communications have a direct effect on brand trust and brand affect. It also demonstrates that brand trust has a direct effect on brand affect and on brand loyalty. Brand affect has also a direct effect on brand loyalty. Therefore, all five research hypotheses were validated. The implications for marketing theory and practice are discussed, and avenues for future research are proposed.