The DOI matches its Crossref record; 54 of the 54 references it cites were found in a registry or an index.
The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty
Abstract
In this era, social media platform is integrated into the marketing strategy. This new technology sets out new mechanisms and communication tools that companies can rely on to interact and engage with actual and potential customers. This study aimed at exploring the impact of social media marketing activities (SMM) on brand loyalty via brand trust and brand equity. Based on an online survey of 287 users who follow telecommunications companies on social media located in Egypt, data was collected and analyzed using structural equation modeling. The results revealed that SMM activities comprise only three dimensions; trendiness, customization and word-of-mouth. These attributes of social media marketing directly influence brand loyalty and indirectly influence brand equity mediated by brand trust. The study emphasis the role of trust and provide guidance toward measuring the effectiveness of social media marketing.
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Cited by
Albarq, A. N. (2023) · Administrative Sciences · doi:10.3390/admsci13030090 · Cited by 37
Khurana, T., Pannu, S., Dalal, G., Vyas, P., & Rani, P. (2025) · NMIMS Management Review · doi:10.1177/09711023251352318 · Cited by 12
Khan, R. A., Feng, G., & Zhu, J. (2026) · Journal of Organizational Computing and Electronic Commerce · doi:10.1080/10919392.2025.2563463 · Cited by 2
Metadata
- Authors
- Ebrahim, R. S.
- Venue
- Journal of Relationship Marketing
- Publisher
- Informa UK Limited
- Published
- 2019-12-26
- Volume
- 19
- Issue
- 4
- Pages
- 287-308
- ISSN
- 1533-2667 (ISSN-L)
- 1533-2675
- OpenAlex
- W2997875840
- Cited by
- 538
- References
- 54
- FWCI
- 61.09
- Type
- journal article
- Language
- en
- Open access
- closed
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
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