The Influences of Social Media Marketing Activities Towards Brand Loyalty

DOI

10.2991/978-94-6463-234-7_56How to use a DOI?

Keywords

Brand Loyalty; Local Women Fashion Brand; Online Survey; PLS-SEM; Social media Marketing Activities

Abstract

Social networking was first intended to be entertaining. It is currently used as a more important topic, particularly as a platform for commercial promotion. One sector that uses social media as a marketing tool is the fashion industry. In Indonesia, online buying for apparel has become more commonplace during the past several years. More local fashion brands, especially for women, enter the market as demand for fashion goods rises. According to the author’s preliminary survey, brand loyalty among local women’s fashion brands is thought to be poor among consumers nowadays. As a result, fashion companies must learn how to increase and strengthen brand loyalty through social media. This study aims to examine how social media marketing initiatives affect brand loyalty in local women’s fashion brand components and provide advice that the owner might put into practice. To get the essential data for this study, quantitative methods are used. 225 respondents who met the author’s criteria were able to complete a google form-based online survey that was used to collect the data. The author uses descriptive analysis and partial least squares-structural equation modeling (PLS-SEM) for the analysis to look into the links between the variables. The results from this research show that Social Media Marketing Activities (SMM) does not directly have a positive influence on Brand Loyalty (BLOY). Social Media Marketing Activities positively influence Brand Love (BL), Brand Consciousness (BC), and Value Consciousness (VC). Brand Love (BL) and Brand Consciousness (BC) positively influence Brand Loyalty (BLOY). Value Consciousness (VC) does not influence Brand Loyalty (BLOY), which means it is not a mediator. Brand Love (BL) and Brand Consciousness (BC), fully mediated Social Media Marketing Activities and Brand Loyalty (BLOY). This study offers some recommendations for enhancing social media marketing campaigns to increase brand loyalty. The results of this study will help local women’s fashion business owners by providing an in-depth understanding of how social media could affect brand loyalty by utilizing brand love and brand consciousness.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Reysa Febiola Tanu Riady
AU  - Nurrani Kusumawati
PY  - 2023
DA  - 2023/09/29
TI  - The Influences of Social Media Marketing Activities Towards Brand Loyalty
BT  - Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)
PB  - Atlantis Press
SP  - 551
EP  - 559
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-234-7_56
DO  - 10.2991/978-94-6463-234-7_56
ID  - Riady2023
ER  -