Brand Loyalty in the Digital Age: Exploring Dual Mediating Mechanisms of Social Media Advertising

Abstract

Purpose: With progressions in the digital media ecosystem, mainly the explosion in the use of social media, marketers can understand the role social media advertising plays in marketing efforts. This study seeks to gauge the direct and indirect effects of social media advertising on brand loyalty. Brand preference and perceived usefulness were modeled as mediators of the study under consideration.Design/Methodology/Approach: The selected method is the deductive approach. A descriptive design is chosen to advance the methodology for this study. Precisely, the data was collected from 350 respondents via survey questionnaires and yielded 285 usable forms. Six hypotheses were advanced. AMOS 22.0 and SPSS 25.00 were employed to assess the relationship among the focal variables.

Findings: The study's findings reveal that brand preference and brand-perceived usefulness have indirect effects on loyalty. Implications/Originality/Value: Limitations and future research directions are highlighted, along with management and academic ramifications