Linking Social Media Marketing Activities With Brand Love: Perspective on Brand Fashion
Kurniawati1, Raymond Siregar2
1Kurniawati, Faculty of Economics and Business, Trisakti University, West Jakarta, DKI Jakarta, Indonesia.
2Raymond Siregar, Faculty of Economics and Business, Trisakti University, West Jakarta, DKI Jakarta, Indonesia.
Manuscript received on 16 October 2019 | Revised Manuscript received on 22 October 2019 | Manuscript Published on 02 November 2019 | PP: 314-321 | Volume-8 Issue-2S9 September 2019 | Retrieval Number: B10730982S919/2019©BEIESP | DOI: 10.35940/ijrte.B1073.0982S919
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: 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.
Keywords: Brand Love; Brand Loyalty; Self-expressive Brands; Social Media Marketing Activities.
Scope of the Article: Marketing and Social Sciences