THE INFLUENCE OF PERCEIVED SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND LOYALTY: THE MEDIATION EFFECT OF BRAND AND VALUE CONSCIOUSNESS

Abstract

Purpose: The purpose ofthis study will be to examine the role ofsocial media marketing (SMM). Methodology: The study has focused on the online apparel consumers of Karachi, Pakistan as research population to investigate the nexus between social media marketing, value consciousness, brand consciousness and brand loyalty. The sample size was 342 responses. The study adopted the non probability, purposive sampling technique. This study used PLS-SEM analysis technique. Findings: The relationship between brand consciousness and brand loyalty has showed a positive and significant impact. Second, social media marketing and brand consciousness has also a positive and significant relation. Third, social media marketing has also a positive and significant effect on brand loyalty and value consciousness. At last, the relationship between value consciousness and brand loyalty showed a positive but insignificant effect. Limitations: One is that the study was conduct on the online shopping industry only, meaning that the findings cannot be applied to any industry other than the online shopping industry. Implications: The study found that the marketing on social media was positive and significantly impacting the brand consciousness, therefore, on the foundation of this finding, the managers are recommended that they should make sure that they regularly use the tool of marketing on social media as it allows the firms to develop consciousness about the brand among the online shopping customers