Impact of Social Media Marketing Activities on Brand Loyalty with the Mediating Role Of Brand Experience

Abstract

This study analyzed the impact of social media marketing activities on brand loyalty of customer trough the mediating role of brand experience in Pakistan. Social media marketing activities which is our independent variables contains five elements entertainment, communication, trendiness, personalization, and WOM word of mouth are included in study. For dependent variable brand loyalty is fixed.one mediating variable is also included in the study which is brand experience. This study is mainly focused on social media marketing activities and brand loyalty . Data for independent, dependent and mediating variables is collected from different online users of Pakistan. Social media marketing activities questionnaire is gathered from (Mayank Yadav, 2019) questions on brand loyalty are gathered from (Souvik ROY, 2018) . questions on brand experience are gathered from (Shih-Chih Chena, 2016). In discussion chapter this article tells about the use of different social media marketing activities and their usefulness to create and enhance brand loyalty among online customers.