Brand love impact on the social media and stages of brand loyalty

• Autorzy: Salem Suha Fouad , Tarofder Arun Kumar , Chaichi Kamelia , Musah Adiza Alhassan

Identyfikatory

DOI

10.17512/pjms.2019.20.1.33

Warianty tytułu

PL

Wpływ polubienia marki na media społeczne i etapy lojalności marki

• Języki publikacji: EN

Abstrakty

EN

The primary objective of the current research is to propose and investigate a conceptual model which integrates social media activities and brand love as antecedents and brand loyalty phases as an outcome of brand love. The proposed model is analysed with a sample of 240 fast fashion’s consumers by using a self-structured questionnaire survey technique. PLS-SEM applied for statistical analysis to evaluate the hypnotized linkage between the variables. The results show that social internet marketing has a tremendous impact on brand love in the fast fashion profession. Furthermore, the finding shows that social media, has an indirect constructive effect on the various phases of brand loyalty through brand love. The current research supports the crucial role of social media in marketing and advertising which will assist internet marketers to fully realize brand love and loyalty behavior. The consequence of this particular study might assist marketers to develop the successful communication approach through social networking activities to shape good attitudes and advance brand loyalty, particularly in fast fashion profession.

PL

Głównym celem badań zaprezentowanych w artykule jest zaproponowanie i zbadanie modelu koncepcyjnego, który integruje działania w mediach społecznościowych w zakresie przywiązania do marki i lojalności wobec marki. Proponowany model został przeanalizowany na próbie 240 konsumentów przy użyciu samoorganizującej się ankiety. PLS-SEM zastosowano do analizy statystycznej, aby ocenić „zauroczenie” w obszarze powiązania między zmiennymi. Wyniki pokazują, że marketing społecznościowy ma ogromny wpływ na przywiązanie do marki w odniesieniu do szybko zmieniającej się mody. Co więcej, odkrycie pokazuje, że media społecznościowe mają pośredni wpływ na kształtowanie różnych fazy lojalności wobec marki poprzez przywiązanie do marki. Przedstawione badania potwierdzają kluczową rolę mediów społecznościowych w marketingu i reklamie, która pomoże sprzedawcom internetowym w pełni wykorzystywać przywiązanie do marki i pogłebiać zachowania lojalnościowe. Wynik tego badania może pomóc marketingowcom w opracowaniu skutecznego podejścia do komunikacji poprzez działania w sieciach społecznościowych w celu kształtowania dobrych postaw i promowania lojalności wobec marki, szczególnie w obszarze szybko zmieniającej się mody.

Słowa kluczowe

EN

social internet marketing; brand loyalty; fast fashion; brand love

PL

społeczny marketing internetowy; lojalność wobec marki; szybka moda; polubienie marki

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2019
• Tom: Vol. 20, No. 1
• Strony: 382--393
• Opis fizyczny: Bibliogr. 25 poz., rys., tab.

Twórcy

autor

Salem Suha Fouad

• Faculty of Business Management and Professional Studies, Management & Science University, Malaysia

autor

Tarofder Arun Kumar

• Faculty of Business Management and Professional Studies, Management & Science University, Malaysia

autor

Chaichi Kamelia

• School of Hospitality, Sunway University, Malaysia

autor

Musah Adiza Alhassan

• Faculty of Business Management and Professional Studies, Management & Science University, Malaysia

Bibliografia

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Uwagi

Opracowanie rekordu ze środków MNiSW, umowa Nr 461252 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2020).