SHS Web Conf.
Volume 65, 2019The 8th International Conference on Monitoring, Modeling & Management of Emergent Economy (M3E2 2019)
|Number of page(s)||6|
|Section||Mathematical Methods, Models, Informational Systems and Technologies in Economics|
|Published online||29 May 2019|
Factor model of social media marketing effect on brand loyalty
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: firstname.lastname@example.org
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.
© The Authors, published by EDP Sciences, 2019
This is an Open Access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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