Impact of Post Covid-19 Social Media Marketing Activities on Customer-Brand relationship with Mediating Role of E-Brand Experience. A Case of Twin Cities of Pakistan.

Abstract

This study investigates the impact of Post COVID-9 Social media marketing activities like trendiness, active presence, and eWOM (electronic word of mouth) on the customer-brand relationship with the mediating effect of E-brand experience in the twin cities of Pakistan. This study has used the trendiness, active presence, and eWOM (electronic word of mouth) as independent variables. E-brand experience is used as a mediator. While, customer-brand relationship is used as a dependent variable. The literature shows that all these variables are well structured and work has been done in this regard however, the literature shows the gap where post-COVID-19 social media marketing activities and the changes in trends have not been covered. Hence, this study is conducted to know the trendy social media activities that can enhance the customers experience and their relationships with brands. The method that is used to investigate the relationship between the mentioned variables is the quantitative research method and the primary data is collected through adopting a structured questionnaire based on a 5 point Likert scale. The responses collected by this survey include 280 respondents through convenience sampling method. These responses are then recorded and analyzed by using SPSS and the tests used in the analysis are regression, correlation, Hayes test for mediation, normality test and descriptive tests. The results of the analysis shows that the trendiness, active presence, and eWOM impact the customer-brand relationship while the E-brand experience plays a major role in the framework. Based on the findings it can be said that the independent, mediating and dependent variables have positive relationships with each other and significantly impact other variables as they increase or decrease