The impact of perceived social media marketing activities on brand loyalty: The mediation effect of brand consciousness, value consciousness and brand awareness

Abstract

These days, e-commerce being the latest trend, making people move more towards online platforms like social media to get their desired products in best price, ease, less time and increases brand loyalty. If the business has a good social media marketing plan, whereas they manage their online presence in a remarkable manner, then only will brand loyalty work in their favor. The main reason of the study is to analyze the mediation effect of brand consciousness, value consciousness and brand awareness by the impact of perceived social media marketing activities by using the deductive approach. Furthermore, a quantitative approach is used not a quantitative approach, where online questionnaires were generated in order to gather data which is essential for the study. The research will begin with the review of existing literature presented on brand loyalty, brand love, brand respect, brand trust, brand image and brand reputation which will establish an understanding for the research topic and elucidates many vital aspects associated to the subject. The study contains one independent variables, one dependent variable whereas there are three mediators. Brand awareness, brand consciousness and value consciousness mediation has an effect on brand loyalty. The research can be done by students within other universities and in future can be done by employees of leading companies and working women as well in order to create a much broader perspective regarding the topic. Purpose: The main reason of the study is to analyze the mediation effect of brand consciousness, value consciousness and brand awareness by the impact of perceived social media marketing activities by using the deductive approach.