Original Article

Social media marketing activities and brand loyalty in the telecommunication industry: The mediating role of brand affect.

Tamer Sharawneh

Main Article Content

Abstract

The effect of social media marketing activities on brand loyalty has gotten little attention in the telecommunication industry. The purpose of this study is to investigate the impact of social media marketing activities on brand loyalty as well as to examining the mediating effect of brand affect in the relationship between social media marketing activities and brand loyalty. By using an online self-administrated questionnaire to obtain 409 customers of a telecommunication company in Palestine, the finding of this study revealed that social media marketing activities positively effect brand loyalty. Further, brand affect has been found as a partial mediator in the relationship between social media marketing activities and brand loyalty. Accordingly, theoretical and practical implications as well as recommendations for future studies have been provided.


 


Keywords:
social media marketing activities, brand loyalty, brand affect, telecommunication industry
About this Article
Sharawneh, T. (2020). Social media marketing activities and brand loyalty in the telecommunication industry: The mediating role of brand affect. Journal of Innovations in Digital Marketing, 1(1), 1–10. https://doi.org/10.51300/jidm-2020-11

Article Details

Author Biography

Tamer Sharawneh, Faculty of business and economic, Department of marketing, Girne American University, Kyrenia, North Cyprus, Via Mersin 10, Turkey.

 

 

 

References

Ahmed, M. A., & Zahid, Z. (2014). Role of social media marketing to enhance CRM and brand equity in terms of purchase intention, 4(3), 533–549.

Alagöz, S. B. (2016). The new phenomenon of the marketing world in the digital era: Content marketing, IV (12), 639–646.

Algharabat. (2017). Linking social media marketing activities with brand love: The mediating role of self-expressive brands. 46 (10), 1801-1819.

Balakrishnan, B. K. P. D., Dahnil, M. I., & Yi, W. J. (2014). The impact of social media marketing medium toward purchase intention and brand loyalty among generation Y. Procedia - Social and Behavioral Sciences, 148, 177–185.

Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image and brand loyalty. Business & Management Studies: An International Journal, 6(1), 128–148.

Boone, L., & Kurtz, D. (2015). Contemporary Marketing (17th ed.). Cengage Learning.

Chaudhuri, A, & Holbrook, M. (2001). The Chain of effects from brand trust and brand affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81–93.

Chaudhuri, A, & Holbrook, M. B. (2002). Product-class effects on brand commitment and brand outcomes: The role of brand trust and brand affect. Journal of Brand Management, 10(1), 33–58.

Erdogmus, I. E., & Cicek, M. (2012). The Impact of Social Media Marketing on Brand Loyalty. Procedia - Social and Behavioral Sciences, 58(5), 1353–1360.

Gulzar, A., Anwar, A., Sohail, F. Bin, & Akram, S. N. (2011). Impact of brand image, trust, and affect on consumer brand extension attitude: The mediating role of brand loyalty. International Journal of Economics and Management Sciences, 1(5), 73–79.

Hayes, A. F. (2013). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. New York: Guilford Publications.

Ibrahim, B, Aljarah, A., & Ababneh, B. (2020). Do Social Media Marketing Activities Enhance Consumer Perception of Brands? A Meta-Analytic Examination. Journal of Promotion Management, 26(4), 544–568.

Ibrahim, B, & Aljarah, A. (2018). Dataset of relationships among social media marketing activities, brand loyalty, revisit intention. Evidence from the hospitality industry in Northern Cyprus. Data in Brief, 21, 1823–1828.

Ingemansson, V., Nilsson, I., & Vllasalija, D. (2015). Brand Loyalty: An Exploratory Research on the Relationship between Low Product Involvement and Brand Loyalty (Dissertation). Retrieved from http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-45557

Ismail, A. R., Nguyen, B., & Melewar, T. C. (2018). Impact of perceived social media marketing activities on brand and value consciousness: roles of usage, materialism and conspicuous consumption. International Journal of Internet Marketing and Advertising, 12(3), 233 - 254.

Jacoby, J., & Chestnut, R. W. (1978). Brand Loyalty: Measurement and Management (Wiley Series on Marketing Management) (1st Edition). John Wiley & Sons Inc.

Kemp. (2017). Digital in 2017: Global Overview - We Are Social. Retrieved October 5, 2020, from https://wearesocial.com/special-reports/digital-in-2017-global-overview.

Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486.

Kumar, V., & Shah, D. (2004, January 1). Building and sustaining profitable customer loyalty for the 21st century. Journal of Retailing, 80(4), 317–329.

Laroche, M., Habibi, M. R., & Richard, M. O. (2013). To be or not to be in social media: How brand loyalty is affected by social media? International Journal of Information Management, 33(1), 76–82.

Martínez, P., Pérez, A., & del Bosque, I. R. (2014). CSR influence on hotel brand image and loyalty. Academia Revista Latinoamericana de Administración, 27(2), 267–283.

Matzler, K., Bidmon, S., & Grabner-Kräuter, S. (2006). Individual determinants of brand affect: The role of the personality traits of extraversion and openness to experience. Journal of Product and Brand Management, 15(7), 427–434.

Matzler, K., Grabner-Kräuter, S., & Bidmon, S. (2008). Risk aversion and brand loyalty: The mediating role of brand trust and brand affect. Journal of Product and Brand Management, 17(3), 154–162.

Social Media (n.d.). In Merriam-Webster.com dictionary. Retrieved from https://www.merriam-webster.com/dictionary/social%20media

Mihalcea, A.-D., & Savulescu, R.-M. (2013). Social Networking Sites: Guidelines for Creating New Business Opportunities through Facebook, Twitter and LinkedIn Importance and characteristics of social media. The case of Facebook, Twitter and LinkedIn. Management Dynamics in the Knowledge Economy, 1(1), 39–53.

Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20–38.

Nunnally, J. C. (1978). Psychometirc Theory (2nd ed.). NY: McGraw Hill.

Orzan, G., Platon, O.-E., Stefaneschu, D., & Orzan, M. (2016). Conceptual model regarding the influence of social media marketing communication on brand trust, brand affect and brand loyalty. Economic Computation and Economic Cybernetics Studies and Research, 50(1), 141-156.

Peters, K., Chen, Y., Kaplan, A. M., Ognibeni, B., & Pauwels, K. (2013). Social media metrics - A framework and guidelines for managing social media. Journal of Interactive Marketing, 27(4), 281–298.

Ebrahim, R. S. (2019). The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty. Journal of Relationship Marketing, 19(4), 287-308.

Sigala, M., & Marinidis, D. (2009). Exploring the transformation of tourism firms’ operations and business models through the use of web map services. In Paper presented at the European and Mediterranean Conference on Information Systems 2009 (EMCIS 2009), Founded and organised by the Information Systems Evaluation and Integration Group, Brunel University, UK. 13–14 July 2009, Izmir, Turkey.

Singh, J. J., Iglesias, O., & Batista-Foguet, J. M. (2012). Does Having an Ethical Brand Matter? The Influence of Consumer Perceived Ethicality on Trust, Affect and Loyalty. Journal of Business Ethics, 111(4), 541–549.

Sirdeshmukh, D., Singh, J. and Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges, Journal of Marketing, 66(1), 15-37.

Strauss, J., & Frost, R. (2014). E-Marketing (7th edition). Prentice Hall.

Sung, Y., & Kim, J. (2010). Effects of brand personality on brand trust and brand affect. Psychology and Marketing, 27(7), 639–661.

Yadav, M., & Rahman, Z. (2017). Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation. Telematics and Informatics, 34(7), 1294–1307.

Zeng, B., & Gerritsen, R. (2014). What do we know about social media in tourism? A review. Tourism Management Perspectives, 10, 27–36.

Zhang, J. Q., Dixit, A., & Friedmann, R. (2010). Customer Loyalty and Lifetime Value: An Empirical Investigation of Consumer Packaged Goods. Journal of Marketing Theory and Practice, 18(2), 127–140.