THE RELATIONSHIP OF SOCIAL MEDIA MARKETING, BRAND ENGAGEMENT, BRAND FAMILIARITY, AND BRAND LOYALTY

Authors

  • Ponirin Ponirin Faculty of Economics & Business, Tadulako University, Palu, Indonesia
  • Syamsul Bachri Faculty of Economics & Business, Tadulako University, Palu, Indonesia
  • Elimawaty Rombe Faculty of Economics & Business, Tadulako University, Palu, Indonesia
  • Rosida P. Adam Faculty of Economics & Business, Tadulako University, Palu, Indonesia
  • Syamsul Bahri Dg. Parani Faculty of Economics & Business, Tadulako University, Palu, Indonesia
  • Muzakir Faculty of Economics & Business, Tadulako University, Palu, Indonesia

DOI:

https://doi.org/10.24034/icobuss.v4i1.613

Abstract

The relationship between social media marketing, brand engagement, brand family, and brand loyalty are multifaceted and complex. Social media platforms have become pivotal in shaping consumer-brand interactions, influencing brand loyalty. This research examines the pattern of relationships between the above variables, using a total of 183 respondents. The analysis using PLS revealed several interesting findings regarding the relationships among the variables. Social media marketing has a positive impact on both brand engagement and brand familiarity, but it does not affect customer loyalty. Meanwhile, brand engagement and brand familiarity have a positive impact on customer loyalty. On the other hand, there is no direct influence of SMM on customer loyalty.

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Published

2024-11-25

How to Cite

Ponirin Ponirin, P. P., Bachri, S. ., Elimawaty Rombe, E. R., Adam, R. P. ., Parani, S. B. D., & Muzakir, M. (2024). THE RELATIONSHIP OF SOCIAL MEDIA MARKETING, BRAND ENGAGEMENT, BRAND FAMILIARITY, AND BRAND LOYALTY. International Conference of Business and Social Sciences, 4(1), 1293–1306. https://doi.org/10.24034/icobuss.v4i1.613

Issue

2024: 4th International Conference on Business and Social Sciences

Section

International Conference of Business and Social Sciences