An Analysis Of Social Media Marketing In Developing Customer Engagement And Customer Loyalty: The Moderating Role Of Brand Trust

Abstract

The primary objective of this paper is to analyze the influence of social media marketing activities (SMMAs) on customer loyalty. Specifically, we aim to examine the mediating role of customer engagement in this connection while inspecting the moderating role of brand trust. We also seek to categorize the key social media marketing activities that are most effective in fostering customer engagement and loyalty. A quantitative research technique will be used for this investigation. A survey questionnaire will be distributed to 450 customers interacting with a business's social media accounts. The questionnaire will measure customers' perceptions of the company's social media marketing activities, their level of engagement with the company, and their loyalty towards the company. Four hundred respondents then returned them, giving a reasonable response rate of 88%. However, 30 questionnaires were incomplete or had unreliable answers and therefore excluded from the analysis. After removing these 40 questionnaires, data inquiry was performed on the remaining 370 valid questionnaires. The subsequent answer rate was calculated to be 92.5%, which is considered to be an acceptable response rate. The sample comprised of random sampling techniques. Data will be evaluated by structural equation modeling (SEM) techniques to assess the link between SMMAs, customer engagement, and customer loyalty. We find a positive connection between social media marketing activities and customer loyalty, mediated by customer engagement. Brand trust positively moderates the influence of SMMAs on customer engagement. This investigation sheds light on the impression of SMMAs on customer engagement and loyalty while highlighting the moderating role of brand trust. By evolving effective social media marketing strategies and building brand trust, businesses can engage with customers and foster long-term loyalty. Our investigation improves the increasing body of examination on social media marketing and its effects on customer loyalty and engagement.