客户参与度
业务
忠诚商业模式
营销
结构方程建模
社会化媒体
品牌忠诚度
忠诚
广告
调解
关系营销
心理学
社会学
市场营销管理
服务质量
服务(商务)
政治学
社会科学
统计
数学
法学
作者
Hasan Yousef Aljuhmani,Hamzah Elrehail,Pelin Bayram,Tariq Samarah
出处
期刊:Asia Pacific Journal of Marketing and Logistics
[Emerald (MCB UP)]
日期:2022-10-17
卷期号:35 (7): 1719-1738
被引量:35
标识
DOI:10.1108/apjml-08-2021-0627
摘要
Purpose This study explores some central questions related to the connections between social media marketing efforts (SMMEs) and brand loyalty by seeking to understand the mediating role of social media customer brand engagement (CBE) in the airline context. Design/methodology/approach The research model was examined empirically by targeting 360 consumers who follow Royal Jordanian Airlines on Facebook pages. Structural equation modeling (SEM) was used to analyze the data collected. Findings Using the Stimulus–Organism–Response (S–O–R) theory and customer engagement model as the theoretical foundations, this study confirms that SMMEs are a strong predictor and play a vital role in developing and building social media customer engagement and brand loyalty. This study also found that the cognitive aspect of CBE is a key driver in enhancing brand loyalty. Furthermore, cognitive social media CBE positively mediated the relationship between SMMEs and brand loyalty. Contrary to expectations, emotional CBE had no mediating effect on the relationship between SMMEs and brand loyalty. Originality/value This study contributes to CBE literature by adding SMMEs as antecedents. In addition, the findings of this study add the mediation effect of the cognitive component of customer engagement, through which SMMEs influence brand loyalty.
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