THE RELATIONSHIP OF SOCIAL MEDIA MARKETING, BRAND ENGAGEMENT, BRAND FAMILIARITY, AND BRAND LOYALTY

Abstract

The relationship between social media marketing, brand engagement, brand family, and brand loyalty are multifaceted and complex. Social media platforms have become pivotal in shaping consumer-brand interactions, influencing brand loyalty. This research examines the pattern of relationships between the above variables, using a total of 183 respondents. The analysis using PLS revealed several interesting findings regarding the relationships among the variables. Social media marketing has a positive impact on both brand engagement and brand familiarity, but it does not affect customer loyalty. Meanwhile, brand engagement and brand familiarity have a positive impact on customer loyalty. On the other hand, there is no direct influence of SMM on customer loyalty.