From Influence to Loyalty: The Mediating Role of Brand Image in Social Media Marketing

Abstract

The dominant force in influencing customer behaviour during this digital era is social media marketing (SMM), which strongly affects consumer perceptions, along with preferences and builds brand loyalty. Research has shown direct social media marketing effects on consumer loyalty, yet the complete assessment of brand image as an emotional and psychological link remains unexplored. The research utilises quantitative methods to study how brand image functions as an intermediary factor between social media marketing activities and brand loyalty development. 200 users conducting social media activity involving brand interactions through an established questionnaire provided research data. Analysis with the Smart PLS-SEM and correlation methods statistically confirmed that brand image serves as a major intermediate factor linking social media marketing to customer loyalty. Nurtured brand images build customer loyalty and commitment. Following this study, though, social media remains the initial factor that attracts customers to a brand, according to research findings. The work adds new knowledge to digital consumer theory while giving brand marketers actionable social media recommendation strategies for building brand-focused social marketing strategies.