Do Social Media Marketing Activities Improve Brand Loyalty? An Empirical Study on Luxury Fashion Brands
研究调查了奢侈时尚品牌的社交媒体营销活动如何通过社区参与和品牌热爱间接影响品牌忠诚度，发现没有直接影响。
Abstract This research aims to investigate the impact of social media marketing activities (SMMa) on brand loyalty directly and through mediating variables community engagement and lovemark. To propose a research model, we used the theories including lovemark theory, engagement theory and brand equity theory. As a result, this research investigates the impact of SMMa, community engagement, and lovemark on brand loyalty. Using an online survey, we collected data from 464 female participants who are following luxury fashion brands on major social networking sites including Facebook, Instagram, Snapchat, and Twitter. Results using PLS revealed that SMMa positively influences community engagement and lovemark. Moreover, we find positive relationships between community engagement, lovemark and brand loyalty. However, we find that SMMa has no direct influence on brand loyalty.