Affiliation:
1. King Fahd University of Petroleum and Minerals, Dhahran, Saudi Arabia
2. Monash University Malaysia, Selangor, Malaysia
Abstract
Social media gives firms a better platform to promote and build brand trust and loyalty. The objective of this study is to develop and validate a conceptual model that integrates the relationships among social media marketing elements, brand trust, and brand loyalty. Data was collected from 242 social media users in Saudi Arabia and the model was tested by employing structural equation modelling using SPSS and AMOS. The model was tested using a two-stage process, model evaluation and testing the significance of the model. Results of the hypotheses tests reveal that brand communities, entertainment, interaction, and customization features have a significant and positive relationship with brand trust and brand loyalty. The findings of this study provide a guide to social media marketers to build brand trust and loyalty.
Reference87 articles.
1. AakerD. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: The Free Press.
2. Finding high-quality content in social media.;E.Agichtein;Proceedings of the 2008 international conference on web search and data mining,2008
3. The Effectiveness of Facebook as a Marketing Tool (Saudi Arabia case study)
4. Estimating Nonresponse Bias in Mail Surveys
5. Establishing online trust through a community responsibility system
Cited by
1 articles.
订阅此论文施引文献
订阅此论文施引文献，注册后可以免费订阅5篇论文的施引文献，订阅后可以查看论文全部施引文献