The effect of perceived social media marketing activities on brand loyalty
Social media marketing programs typically focus on creating content that will capture audiences’ attention on those platforms and encourage readers to share it across social media. The subject of this research was to investigate the impact of perceived social media marketing activities on brand loya...
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| Publicado en: | Apuntes Universitarios |
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| Autores principales: | , , , , |
| Formato: | Artículo de revista |
| Lenguaje: | inglés |
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Universidad Peruana Unión
2023
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| _version_ | 1881695046794739712 |
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| author | Gholamveisy, Soma Momen, Ali Hatami, Maryam Sekhavat, Mohammad Homayooni, Seyedamirmasoud |
| author_browse | Gholamveisy, Soma Hatami, Maryam Homayooni, Seyedamirmasoud Momen, Ali Sekhavat, Mohammad |
| author_facet | Gholamveisy, Soma Momen, Ali Hatami, Maryam Sekhavat, Mohammad Homayooni, Seyedamirmasoud |
| author_sort | Gholamveisy, Soma |
| collection | Revistas |
| container_title | Apuntes Universitarios |
| description | Social media marketing programs typically focus on creating content that will capture audiences’ attention on those platforms and encourage readers to share it across social media. The subject of this research was to investigate the impact of perceived social media marketing activities on brand loyalty. In this research, the researcher seeks to investigate the perceived impact of social media marketing activities and we intend to identify the factors affecting brand loyalty in the social security organization. Because in this research, the study of documents, articles, theses, and various books was used, and in addition, a questionnaire was also used. It can be concluded that this research is a descriptive survey in terms of its nature and method. In this research, the statistical population is based on Morgan's table and the sample size is 384 people. To analyze research data in the inferential statistics section of the Structural equation modelling technique with partial least square (PLS) approach has been used. The results of the research showed that marketing Social media has had a positive and significant effect on brand loyalty, brand awareness and value awareness. In addition, brand awareness has had a significant positive effect on brand loyalty; finally, the mediating role of brand awareness in the effect of social media marketing had a positive and significant effect on brand loyalty. |
| format | Online |
| id | oai:ojs2.apuntesuniversitarios.upeu.edu.pe:article/1374 |
| institution | UPeU |
| issn | 2304-0335 2225-7136 |
| language | English |
| publishDate | 2023 |
| publishDateRange | 2023 |
| publishDateSort | 2023 |
| publisher | Universidad Peruana Unión |
| publisherStr | Universidad Peruana Unión |
| record_format | ojs |
| revista_str_mv | Apuntes Universitarios |
| spelling | oai:ojs2.apuntesuniversitarios.upeu.edu.pe:article/13742023-09-28T20:44:53Z The effect of perceived social media marketing activities on brand loyalty El impacto de las actividades percibidas de marketing en redes sociales sobre la lealtad a la marca Gholamveisy, Soma Momen, Ali Hatami, Maryam Sekhavat, Mohammad Homayooni, Seyedamirmasoud Keywords: social media, marketing activities, brand loyalty, brand awareness Palabras clave: redes sociales, actividades de marketing, lealtad a la marca, conocimiento de la marca Palabras clave: redes sociais, atividades de marketing, lealtad a la marca, conocimiento de la marca Social media marketing programs typically focus on creating content that will capture audiences’ attention on those platforms and encourage readers to share it across social media. The subject of this research was to investigate the impact of perceived social media marketing activities on brand loyalty. In this research, the researcher seeks to investigate the perceived impact of social media marketing activities and we intend to identify the factors affecting brand loyalty in the social security organization. Because in this research, the study of documents, articles, theses, and various books was used, and in addition, a questionnaire was also used. It can be concluded that this research is a descriptive survey in terms of its nature and method. In this research, the statistical population is based on Morgan's table and the sample size is 384 people. To analyze research data in the inferential statistics section of the Structural equation modelling technique with partial least square (PLS) approach has been used. The results of the research showed that marketing Social media has had a positive and significant effect on brand loyalty, brand awareness and value awareness. In addition, brand awareness has had a significant positive effect on brand loyalty; finally, the mediating role of brand awareness in the effect of social media marketing had a positive and significant effect on brand loyalty. Los programas de marketing en redes sociales generalmente se enfocan en crear contenido que capte la atención de las audiencias en esas plataformas y anime a los lectores a compartirlo en las redes sociales. El tema de esta investigación fue investigar el impacto de las actividades percibidas de marketing en redes sociales sobre la lealtad a la marca. En esta investigación, el investigador busca investigar el impacto percibido de las actividades de marketing en redes sociales y pretende identificar los factores que afectan la lealtad a la marca en la organización de seguridad social. Porque en esta investigación se utilizó el estudio de documentos, artículos, tesis y varios libros, y además también se utilizó un cuestionario. Se puede concluir que esta investigación es una encuesta descriptiva en cuanto a su naturaleza y método. En esta investigación la población estadística se basa en la tabla de Morgan y el tamaño de la muestra es de 384 personas. Para analizar los datos de investigación en la sección de estadísticas inferenciales de la técnica de modelado de ecuaciones estructurales se ha utilizado el enfoque de mínimos cuadrados parciales (PLS). Los resultados de la investigación mostraron que el marketing en las redes sociales ha tenido un efecto positivo y significativo en la lealtad a la marca, el conocimiento de la marca y el conocimiento del valor. Además, el conocimiento de la marca ha tenido un efecto positivo significativo en la lealtad a la marca; finalmente, el papel mediador de la conciencia de marca en el efecto del marketing en redes sociales tuvo un efecto positivo y significativo en la lealtad a la marca. Universidad Peruana Unión 2023-07-07 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://apuntesuniversitarios.upeu.edu.pe/index.php/revapuntes/article/view/1374 10.17162/au.v13i3.1374 Apuntes Universitarios; Vol. 13 Núm. 3 (2023): Revista de Investigación Apuntes Universitarios ; 105 - 118 2304-0335 2225-7136 10.17162/au.v13i3 eng https://apuntesuniversitarios.upeu.edu.pe/index.php/revapuntes/article/view/1374/1015 Derechos de autor 2023 Soma Gholamveisy, Ali Momen, Maryam Hatami, Mohammad Sekhavat, Seyedamirmasoud Homayooni https://creativecommons.org/licenses/by/4.0 |
| spellingShingle | Keywords: social media, marketing activities, brand loyalty, brand awareness Palabras clave: redes sociales, actividades de marketing, lealtad a la marca, conocimiento de la marca Palabras clave: redes sociais, atividades de marketing, lealtad a la marca, conocimiento de la marca Gholamveisy, Soma Momen, Ali Hatami, Maryam Sekhavat, Mohammad Homayooni, Seyedamirmasoud The effect of perceived social media marketing activities on brand loyalty |
| title | The effect of perceived social media marketing activities on brand loyalty |
| title_alt | El impacto de las actividades percibidas de marketing en redes sociales sobre la lealtad a la marca |
| title_full | The effect of perceived social media marketing activities on brand loyalty |
| title_fullStr | The effect of perceived social media marketing activities on brand loyalty |
| title_full_unstemmed | The effect of perceived social media marketing activities on brand loyalty |
| title_short | The effect of perceived social media marketing activities on brand loyalty |
| title_sort | effect of perceived social media marketing activities on brand loyalty |
| topic | Keywords: social media, marketing activities, brand loyalty, brand awareness Palabras clave: redes sociales, actividades de marketing, lealtad a la marca, conocimiento de la marca Palabras clave: redes sociais, atividades de marketing, lealtad a la marca, conocimiento de la marca |
| topic_facet | Keywords: social media, marketing activities, brand loyalty, brand awareness Palabras clave: redes sociales, actividades de marketing, lealtad a la marca, conocimiento de la marca Palabras clave: redes sociais, atividades de marketing, lealtad a la marca, conocimiento de la marca |
| url | https://apuntesuniversitarios.upeu.edu.pe/index.php/revapuntes/article/view/1374 |
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