THE IMPACT OF SOCIAL MEDIA MARKETING ACTIVITIES ON E-BRAND LOYALTY: THE MODERATING ROLE OF HEDONIC VALUE AND KNOWLEDGE IN PAKISTAN ABOUT SERVICE SECTOR INDUSTRY

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.