Abstract:
Research study on Social media marketing activities is extensively discussed and examined many
times upon link to the e-brand loyalty by the researchers however the significant research remains
unexplored and that is measuring the association between social media marketing activity Social
media marketing activities between and connation E-brand loyalty. The service sector segment
research draws a social exchange theory and signaling theory present research develops underlying
mechanism through which trendiness, interaction, E-WOM, customization & entertainment
effecting and influence E-brand loyalty by simultaneously including e-brand experience as the
mediator and Hedonic value as the moderator data was collected from 300 clients from apparel
sectors. Research highlights this significance of social media marketing activity Social media
marketing activities are mandatory for service sector to successfully increase the brand success
and guides policymakers, scholars, managers and researchers.
