Research on the Impact of Social Media on Brand Loyalty

Zhonghua High School, Nanjing, China

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Abstract

This study aims to explore the impact of social media on brand loyalty. By analyzing brand interaction, consumer engagement, and the breadth and depth of information dissemination on social media, this study reveals its impact mechanism on brand cognition, brand relationship, and brand attitude. The study uses web crawler technology to collect interactive data from brand official accounts, and uses descriptive statistical analysis, Pearson correlation analysis, multiple regression analysis, and structural equation model (SEM) for data analysis. The results show that brand interaction significantly improves consumers’ brand cognition, consumer engagement plays an important role in brand relationships, and the breadth and depth of information dissemination help to enhance brand attitudes. These factors work together to significantly improve brand loyalty. This research is fundamental because it proves the fact that brand cognition, brand relationship, and brand attitude have a direct effect on brand loyalty, and brand relationship is, of all factors, the most positive factor which influences brand loyalty. This research not only enriched theoretical studies on brand loyalty but also verified the brand marketing strategy on social media with empirical evidence. Moreover, companies increase their brand loyalty by using a better interactivity platform with the consumers, the width and depth of information passing increase, which results in a rise in the level of user engagement by consumers, and the company can increase its competitive advantage in the market.