The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty
DOI:
https://doi.org/10.14738/abr.106.12626Abstract
This article examines the role of trust in understanding the impact of social media marketing on brand equity and brand loyalty, focusing on consumers' positive behavioural responses toward the brand, especially brand loyalty. It describes social media marketing as an augmentation of traditional and digital marketing communication that facilitates customer communication, collaboration and interaction with a company, its brands and other customers, and notes that its impact is hard to measure. It identifies five forces that characterise social media marketing activities: interaction, entertainment, trendiness, customization and word-of-mouth. The article reviews definitions of social media, social networks and social media marketing, and discusses brand loyalty from behavioural and attitudinal perspectives, defining it as a deeply held commitment to rebuy a brand regardless of situational factors and noting that online loyalty depends on factors such as connectivity, interactivity, customization, convenience and community. It then examines brand trust, defined as a consumer's willingness to rely on a brand's ability to perform, measured through benevolence, integrity, competence, identification and concern, and reviews studies showing that trust on social media is linked to users' behavioural intentions and is built through firm-created and user-generated communication, the characteristics of the online environment and consumer empowerment. On the basis of this review, the article presents a conceptual framework for the study.
Abstract prepared by the editorial office from the full text of the article; the authors did not supply one.
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Copyright (c) 2022 Muhammad Furqan Ayyub, Adnan Asghar, Hafiz Muhammad Jawad Arshad
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