Open AccessLinking Social Media Marketing Activities with Brand Love: Perspective on Brand Fashion
Author(s) -
Raymond Siregar,
Riskaviana Kurniawati
Publication year - 2019
Publication title -
international journal of recent technology and engineering
Language(s) - English
Resource type - Journals
ISSN - 2277-3878
DOI - 10.35940/ijrte.b1073.0982s919
Subject(s) - advertising , brand loyalty , nike , social media , brand management , brand awareness , brand extension , brand equity , promotion (chess) , structural equation modeling , business , product (mathematics) , marketing , perspective (graphical) , social media marketing , loyalty , digital marketing , art , political science , mathematics , statistics , geometry , politics , law , visual arts
The purpose of this study is to investigate the impact of social media marketing activities on brand love which resulted in brand loyalty. The sample used was Instagram users who were customers of four fashion brands (Nike, H&M, Zara, Adidas) as many as 280 respondents. The method used is a non-probability sampling using a structural equation model that is run by the AMOS program. The results of this study indicate that social media marketing activities have a positive effect on self-expressive brands (inner and social), social media marketing activities have a positive impact on brand love, self-expressive brands (inner and social) have a positive effect on brand love, brand love has an effect positive for brand loyalty. The managerial implications suggested in this study include fashion social media brands that contain exciting content, managers provide product size customization, easy-to-remember product design, launching the limited edition series, and membership promotion strategies.