This study aims to determine the effect of social media marketing activities on brand trust, brand equity and brand loyalty in social media. The study uses the Structural Equation Modeling (SEM) method with SPSS 3.3.3 software with a sample of 450 respondents determined by the simple random sampling method who had experience of using social media for at least six months. Data was obtained by distributing online questionnaires using google form. The results show that social media marketing has a positive effect on brand trust, social media marketing has a positive influence on brand equity, and social media marketing has a positive influence on brand loyalty. Brand trust has a positive influence on SMEs Performance, Brand equity has a positive influence on SMEs Performance and finally brand loyalty has a positive influence on SMEs Performance.

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

The aim of the research is to examine the effect of social media marketing activities on brand awareness, brand image, and brand loyalty. In addition, it has been aimed to analyze the effect of brand awareness and brand image on brand loyalty in this research. The population of the research consists of the consumers who actively follow five brands with the highest social score according to the Marketing Gulf social media brand performance data on social media communication channels such as Facebook, Twitter, and Instagram. In this research, qualitative method has been used, and research data has been obtained via online questionnaires shared on social media from 100 brand followers, and their responses were scaled on Likert scale. As a result of the analysis, social media marketing activities have been found as effective factors on brand image and brand loyalty. It has been determined as the most obvious effect seen on brand awareness. Also, brand awareness and brand image have a significant effect on brand loyalty, though brand awareness has a limited effect on the brand image. 

E-CRM Through Social Media Marketing Activities for Brand Awareness, Brand Image, and Brand Loyalty

Sosyal medyanın kullanımının artması ile birlikte pazarlama faaliyetlerinin de sosyal medya üzerinden yürütülmesi önem kazanmıştır. Sosyal medya platformlarında, özellikle de Instagram üzerinde belirli kişiler tarafından yapılan pazarlama faaliyetleri influencer pazarlama olarak adlandırılmaktadır. Günümüzde çok sayıda takipçisi bulunan ve onların üzerinde önemli etkiye sahip olan influencerlar vardır. Bu çalışmanın amacı, influencerlara yönelik tutumun satın alma niyeti üzerindeki etkisini belirlemek ve bu etkide markaya olan güvenin aracı rolünü tespit etmektir. Bu amaçla online olarak hazırlanan anket formu ile veriler toplanmış ve elde edilen veriler SPSS ve AMOS programları kullanılarak analiz edilmiştir. Yapısal eşitlik modellemesi sonuçlarına göre, influencera yönelik tutumun boyutlarından çekicilik ve uzmanlığın satın alma niyeti üzerinde etkisinin olmadığı, güvenilirliğin ise satın alma niyeti üzerinde etkisi olduğu sonucuna ulaşılmıştır. Ayrıca, markaya olan güvenin; çekicilik ve güvenilirliğin satın alma niyeti üzerinde tam aracı etkiye, uzmanlığın satın alma niyetine etkisinde ise kısmi aracı etkiye sahip olduğu sonucuna ulaşılmıştır.

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Influencerlara yönelik tutumun satın alma niyetine etkisi: Markaya güvenin aracı rolü

Abstract This study aims to explain the linkage between perceived social media marketing activities (SMMAs) and purchase intentions through the mediating effects of brand trust, brand experience, and brand love based on the stimulus-organism-response (SOR) theory. The sample consists of 200 social media users who followed a brand’s social media on any platform. The multiple sequential mediation model is tested using partial least squares structural equation modeling. The results reveal that perceived SMMAs have a significant positive influence on brand trust. Furthermore, brand trust also has a significant positive influence on brand experience and brand love. Subsequently, brand experience and brand love positively influence purchase intentions. In addition, the relationship between perceived SMMAs and purchase intentions is sequentially and positively mediated by brand trust and brand experience. This study demonstrates that the influence of SMMAs on purchase intentions is indirect. Instead, when consumers perceive positive SMMAs from a brand, they will develop brand trust, followed by brand experience, thereby increasing the tendency to purchase from the brand.

How Do Perceived Social Media Marketing Activities Foster Purchase Intentions? A Multiple Sequential Mediation Model

This study aims to determine the effect of Brand Equity (X1), Customer Satisfaction (X2), on Repurchase Intention (Y) through Brand Loyalty (Z) as an intervening variable in D'Konkrit Coffee & Food. This type of research is quantitative research by taking samples from 150 customers of d'concrete coffee & food who have made purchases or visited d'konkrit coffee & food as research subjects. Sampling used purposive sampling technique, and data collection was carried out by survey method by distributing questionnaires. The data was processed using the PLS-SEM (Structural Equation Model) method, and the Smart-PLS software statistics by performing a data quality test, classical assumption test, multiple regression test, t test and coefficient of determination test. Based on the test results in this research, it shows that the 5 hypotheses in this study are supported. From these results, it is concluded that if brand equity increases, brand loyalty also increases. Furthermore, it was found that if customer satisfaction increased then brand loyalty also increased. The results also show that if brand equity increases, it can increase repurchase intention. It was also found that if customer satisfaction increases, it can increase repurchase intention and finally it was found that if brand loyalty increases, repurchase intention also increases.

/pdf/pengaruh-brand-equity-dan-customer-satisfaction-terhadap-32owvvlx.pdf

Pengaruh Brand Equity dan Customer Satisfaction terhadap Repurchase Intention Melalui Brand Loyalty Sebagai Variabel Intervening di D’konkrit Coffee & Food

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