The DOI matches its Crossref record; 74 of the 74 references it cites were found in a registry or an index.
The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness
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.
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Cites
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Users of the world, unite! The challenges and opportunities of Social Media
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Cited by
Ebrahim, R. S. (2020) · Journal of Relationship Marketing · doi:10.1080/15332667.2019.1705742 · Cited by 538
Social media influencer marketing: the moderating role of materialism
Koay, K. Y., Cheung, M. L., Soh, P. C.-H., & Teoh, C. W. (2022) · European Business Review · doi:10.1108/ebr-02-2021-0032 · Cited by 139
Metadata
- Authors
- Ismail, A. R.
- Venue
- Asia Pacific Journal of Marketing and Logistics
- Publisher
- Emerald
- Published
- 2017-01-09
- Volume
- 29
- Issue
- 1
- Pages
- 129-144
- ISSN
- 1355-5855 (ISSN-L)
- OpenAlex
- W2576843111
- Cited by
- 339
- References
- 74
- FWCI
- 61.50
- Type
- journal article
- Language
- en
- Open access
- closed
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- Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/apjml-10-2015-0154
Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
