The Effect Of Perceived Social Media Marketing Activities On Brand Loyalty In The Fast Fashion Industry The Mediation Effect Of Brand And Value Consciousness

Soesanto, Jordy Christian and Secapramana, Laurentia Verina Halim (2022) The Effect Of Perceived Social Media Marketing Activities On Brand Loyalty In The Fast Fashion Industry The Mediation Effect Of Brand And Value Consciousness. Budapest International Research and Critics Institute- Journal (BIRCI-Journal), 5 (3). pp. 21139-21146. ISSN 2581-7922

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Abstract

Social media has become an important platform for online marketing events. This media is used to establish a better relationship with customers. While many previous studies have examined social media, only a few have explained the effects of social media marketing activity. This study aimed to determine the impact of perceived social media marketing activity on brand loyalty, value consciousness, and brand consciousness. To empirically test the effects of social media marketing activities, this study conducted an online survey of social media users for data analysis then, to estimate the variables’ relationships in the model, structural equation modeling with AMOS 26 is used. The results showed that perceived social media marketing activities had a negative effect on brand loyalty.

Item Type:	Article
Uncontrolled Keywords:	perceived social media marketing, brand consciousness, value consciousness, brand loyalty.
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory
Divisions:	Postgraduate Programs > Master Program in Management
Depositing User:	Jordy Christian Soesanto
Date Deposited:	28 Jul 2022 08:19
Last Modified:	07 Sep 2022 08:12
URI:	http://repository.ubaya.ac.id/id/eprint/42236

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