The Relationship between Social Media Marketing Activities and Brand Loyalty: A Self-Brand Connectivity and Brand Equity Approach

Abstract

This study examines the impact of social media marketing activities (SMMAs) on brand loyalty, focusing on the mediating roles of Brand Self-Connection, Brand Equity, and Brand Trust. Social media marketing activities involving personal interactions, relevant content, and transparent communication were found to build strong emotional connections between consumers and brands, ultimately enhancing brand loyalty. The analysis model used was Partial Least Squares Structural Equation Modeling (PLS-SEM) with a sample of 120 respondents. The results show that SMMAs have a positive and significant effect on the three mediating variables, which in turn influence brand loyalty. Brand equity was found to be the most dominant factor affecting loyalty, followed by Brand Self-Connection and Brand Trust. These findings suggest that well-designed social media marketing strategies can increase consumer engagement and build sustainable brand loyalty. This study provides insights for marketing practitioners to design more effective social media strategies to strengthen emotional relationships and consumer loyalty to brands.