The Effect of Social Media Marketing Activities on Customer Behaviour

Cheraghalizadeh, Romina

doi:10.7441/dokbat.2019.040

Cited by 1 publication

(2 citation statements)

References 0 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Brand love is the most important construct of customer engagement. Relationship between brand love and customer engagement has proven in prior study [12], [16], [37]. Based on this explanation, the following hypothesis is proposed brand love has a positive and significant effect on customer engagement (H5).…”

Section: Brand Love and Customer Engagementmentioning

confidence: 84%

“…When the brand image looks attractive and is able to improve individual's self-image and identity, consumers will likely be attached to the brand [15]. Based on some literature, brand love also related to customer engagement [11] [16]. The concept of brand love has stolen the attention in the field of marketing, and this concept affects various marketing variables.…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

The Effect of Social Media Marketing and Brand Image on Customer Engagement: The Mediating Effect of Brand Love (Evidence from Coffee Shop Customers)

Sitorus,

Yasri

2023

Proceedings of the 5th International Conference on Economics, Business and Economic Education Science, ICE-BEES 2022, 9-10 Augu

View full text Add to dashboard Cite

Establishing long-term relationships with customers by creating customer engagement is one of the important strategies for coffee shops to securing a competitive edge in business. This study analyze the effect of social media marketing and brand image on customer engagement with brand love as a mediating variable in a selected coffee shop brand in Medan City, Indonesia. This study employs quantitative methods and data are obtained through a survey conducted on 346 respondents who follow coffee shop social media accounts by applying purposive sampling. Data analysis applies Structural Equation Model (SEM) with AMOS 24. This study found that social media marketing has a positive and significant effect on customer engagement. Moreover, social media marketing positively and significantly impacts brand love. Brand image has no significant effect on customer engagement. Brand image has a positive and significant influence on brand love. Brand love has a positive and significant influence on customer engagement. Another result is that brand love partially mediates the relationship between social media marketing and customer engagement. Brand love also fully mediates the relationship between brand image and customer engagement.

show abstract

Section: Brand Love and Customer Engagementmentioning

confidence: 84%

Section: Introductionmentioning

confidence: 99%