Analysis of the Influence Mechanism of Social Media Marketing on Brand Loyalty

Hao Chen

doi:10.6981/FEM.202412_5(12).0003

Authors

Hao Chen

DOI:

https://doi.org/10.6981/FEM.202412_5(12).0003

Keywords:

Social Media Marketing; Brand Loyalty; Influence Mechanism; Structural Equation Model.

Abstract

Social media has become an important tool for brand marketing. How to effectively improve brand loyalty through social media marketing is still an urgent problem to be solved. This paper studies the influence mechanism of social media marketing on brand loyalty, aiming to reveal its action path and provide optimization strategies. First, through social media data crawling, multi-dimensional data such as user interaction with brand content, perceived value and satisfaction are collected. Then, the structural equation model (SEM) is used to analyze the direct impact of social media marketing activities on user brand loyalty, and brand trust and emotional identification are introduced as mediating variables to analyze its indirect action mechanism. The study found that the direct impact coefficient of content interactivity on brand loyalty is between 0.53 and 0.65, and the indirect impact coefficients of creativity and authenticity through brand trust are between 0.43 and 0.58 respectively. Emotional identification plays a key role in the construction of users' continued purchase intention, and its effect coefficient is between 0.32-0.46. Social media marketing provides a theoretical basis and practical guidance for enterprises to formulate social media marketing strategies by enhancing users' brand trust and emotional identification.

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