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.

Introduction

     Social networking sites (SNSs) provide challenges and opportunities to luxury fashion brands industry. Furthermore, SNS platforms have transformed the way in which luxury fashion brands interact with customers (Algharabat, 2017; Kim & Ko, 2012; Mirkovski et al., 2019). Many of the luxury fashion brands have adapted different SNS platforms due to the benefits that such companies can gain (Kim & Ko, 2010, 2012). Such benefits include interacting with current and potential consumers (Koivisto & Mattila, 2018), increasing customer engagement (Alalwan et al., 2020; Liu et al., 2021), building stronger brand relationships (Alalwan et al., 2019; Algharabat, 2017; Dwivedi et al., 2021; Kelly et al., 2010), improving brand image and brand equity (Kim & Ko, 2012), and eventually enhancing customer experience and positive responses (Arenas-Gaitan et al., 2013; Godey et al., 2016). In addition, Godey et al. (2013) assert that regardless of the purchase motivation a consumer might go for luxury fashion brands, the brand’s mere presence on SNS influences customers’ attitudes and perceptions in subtle ways because the brand remains the focal point. According to Godey et al. (2013), such positive influence may occur due to enhanced awareness and image perceptions, which in turn shape consumer preferences for linking consumers as such the brand often influences customers’ attitudes and perceptions in different ways, including consumers’ awareness of the brand, their image perceptions, and hence their preferences. Consumers’ decision to buy luxury brands rely on three motivations, (i) their pleasure, (ii) symbol of achievement and success, or (iii) as a gift. Therefore, luxury fashion brands success rests on the balance between the three motivations (Kapferer, 2012).

Conclusions

     The purpose of this research was to examine the impact of SMMa on community engagement and lovemark and their further influence on brand loyalty. Prior research (e.g., Godey et al., 2016) investigated the use of only two SNSs namely Facebook and Twitter. However, we contend that collecting data from customers on a specific SNS may not match consumer behavior in real life as consumers have accounts on various SNSs and some of these are more preferable compared to others. Therefore, we examined the influence of SMMa on community engagement and lovemark using social networking sites (such as Facebook, Instagram, Snapchat, and Twitter), which have pages for luxury fashion brands. The proposed research model was based on the underlying theories including lovemark theory, engagement theory and brand equity theory. The findings indicated that SMMa positively influences community engagement and lovemark. Moreover, we find positive relationships between community engagement, lovemark and brand loyalty. However, it was also found that SMMa has no direct influence on brand loyalty.