The effect of social media marketing on brand trust, brand equity and brand loyalty

Haudi, Haudi; Handayani, Wiwik; Musnaini, Yohanes Totok Suyoto; Praseti, Teguh; Pitaloka, Endang; Wijoyo, Hadion; Yonata, Hendrian; Koho, Intan Rachmina; Cahyono, Yoyok

doi:10.5267/j.ijdns.2022.1.015

Cited by 61 publications

(53 citation statements)

References 1 publication

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“…Qualtrics was utilized to create the questionnaire. Over the course of more than two months, a total of 570 valid questionnaires were collected by the simple random sampling method though online social media platforms based on research method suggested by Haudi et al . (2022).…”

Section: Methodsmentioning

confidence: 99%

Online posting intention: do the social communication and brand equity of esports matter?

Wang,

You,

et al. 2023

IJSMS

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PurposeSocial media's role in engaging participants in sports events, particularly during the pandemic, is acknowledged. However, previous studies often utilized sports events for diverse objectives but overlooked brand equity's influence on sports event development. And very limited research explores social media's impact on brand equity in esports events, despite its significance. Therefore, this study aims to explore how social media affects esports event brand equity and participants' satisfaction and engagement with social media through brand equity's influence.Design/methodology/approachThe study focused on League of Legends World Championships (LOLWC) participants, who completed a self-judged questionnaire online. The questionnaire included demographic details and latent constructs. Data analysis involved two steps: exploratory factor analysis (EFA) to assess measurement scale validity and structural equation modeling (SEM) to study relationships between traits.FindingsThe results reveal that, within the esports event context, controlled communication exerts a meaningful and dual impact – both directly and indirectly – on the fundamental components of brand equity. This, in turn, serves as a catalyst for increasing participant contentment and their posting intention.Originality/valueThis study applies brand equity theories to the esports domain, exploring participant-based brand equity concepts, user behavior and the influence of social media communication on event branding and engagement. It also recommends strategies for event improvement, emphasizes controlled communication for brand equity and highlights marketing's role in brand awareness, association and participant satisfaction. Additionally, it suggests government regulation to address cyber violence during esports events.

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Section: Methodsmentioning

confidence: 99%

Online posting intention: do the social communication and brand equity of esports matter?

Wang,

You,

et al. 2023

IJSMS

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show abstract

“…Content must be in line and consistent with the brand image, if the company's content is inconsistent, it will have an impact on decreasing trust [12]. Through social media marketing, Instagram can build perception among social media users and build positive brand image [29]. Thus, entertainment in social media marketing activities influence brand image to create positive image on consumer mind.…”

Section: Entertainmentmentioning

confidence: 99%

The Effect of Social Media Marketing Activities of Skin Care Brand Image on Customer Loyalty

Anugrahani

Hartono

2023

AJEBA

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The presence of digital platforms is used as a means of communication, advertising, promotion, and lifestyle demonstration to maintain the existence and business operations of a brand by adopting online technology and social media marketing activities (SMMA). Globally and nationally, skin care product are rapidly expanding, but empirical studies on SMMAs in relation to skin care in Indonesia have remained scarce. This study aims to examine and analyze the effect of the five components of social media marketing activity (SMMA) on customer loyalty to the Something brand. This study was conducted using quantitative methods and processed with PLS-SEM applications (smartPLS3) to test the proposed hypotheses. This research was conducted in Indonesia by distributing online questionnaires through Google forms between January and February 2023. Respondents are Instagram users who know the Somethinc brand with a total of 220 respondents. There are differences in the results of research on the components of social media marketing activities (SMMA) including entertainment, trendiness, and customization have a significant and positive effect on brand image. Therefore, interactivity and electronic-word of mouth do not show positive and insignificant results on brand image. Other test results show that brand image has a significant and positive effect on customer loyalty. The results of this study contribute practical implications for company managers to create alternative solutions in digital marketing strategies by creating a positive image of the company and building long-term relationships with consumers.

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“…Trust constitutes a crucial element of successful and strong asso- Prior research confirmed the significance of brand trust in enhancing brand equity and demonstrated a strong relationship between brand trust and brand equity (Han et al, 2015;Haudi et al, 2022;Pandiangan et al, 2021). As a result, customer trust is important to determine brand equity (Ambler, 1997), and in turn, it has an exerts a potent effect on brand equity (Hu et al, 2010).…”

Section: Gbt Gbl and Gbementioning

confidence: 99%

Enhancing green brand equity through environmental reputation: The important of green brand image, green brand trust, and green brand loyalty

Tran

2023

Bus Strat Dev

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While previous research have established the advantages of environmental reputation (ER) in the realm of brand development, this article examines the role of ER on the value of green brands in the green food production industry, based on customer perceptions in a newly emerging market, using insights from signal theory and the Hierarchy of Effects Model (HEM). The study data was obtained from consumers who regularly make purchasing decisions for green‐labeled food in Vietnam. The study results suggest that the ER is a critical factor to develop green brand equity (GBE). This is achieved by developing the green brand image (GBI), establishing the green brand trust (GBT), and fostering the green brand loyalty (GBL). The results provide a significant contribution to promoting the development of green brand value in customers' awareness by encouraging activities and programs that enhance ER to strengthen GBI, GBT, and GBL towards green food brands. In addition to the findings, the research has limitations and suggests future research directions.

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The effect of social media marketing on brand trust, brand equity and brand loyalty

Cited by 61 publications

References 1 publication

Online posting intention: do the social communication and brand equity of esports matter?

Online posting intention: do the social communication and brand equity of esports matter?

The Effect of Social Media Marketing Activities of Skin Care Brand Image on Customer Loyalty

Enhancing green brand equity through environmental reputation: The important of green brand image, green brand trust, and green brand loyalty

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