Understanding the Concept of Social Media Marketing: The Role of Marketing Dimensions Influencing Consumer Brand Loyalty

Main Article Content

Irsa Mehboob
Mubbsher Munawar Khan


Marketing through social media has become one of the largest platforms for human interaction in the past decade. The total number of social media users in Pakistan has crossed 35 million, which is 16% of the population. This research focuses on empirically testing a theoretical model having social networking, community engagement, and brand use as main antecedents impacting brand loyalty with brand trust as mediator. This research used a comprehensive model of brand loyalty for the development of social media strategy to influence consumer's brand perceptions along with brand trust. The population of the study consists of those 500 consumers belonging from public sector platforms who use social media channels to purchase the products. Moreover, a non-probability convenience sampling technique is applied to gather the data via the electronic survey method. Furthermore, Structural Equation Modeling (SEM) technique, Reliability analysis, Confirmatory factor analysis techniques are applied to test the proposed hypothesis as proposed by Heir et al., (2013). The results show a significantly affirmative and direct effect of social networking on consumer brand loyalty. Community Engagement and Brand usage also substantially affects consumer loyalty with the mediating role of brand trust. The findings validate a significant role of community engagement and social networking in developing brand loyalty. Thus, the research findings are expected to be helpful for marketing firms in managing their social media communication tools.

Article Details

How to Cite
Mehboob, I., & Munawar Khan , M. . (2022). Understanding the Concept of Social Media Marketing: The Role of Marketing Dimensions Influencing Consumer Brand Loyalty. Journal of Public Value and Administrative Insight, 4(4), 436–454. https://doi.org/10.31580/jpvai.v4i4.2455


Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision
Processes, 50(2), 179-211.
Akrout, H., & Nagy, G. (2018). Trust and commitment within a virtual brand community: The mediating role of brand relationship quality. Information & Management, 55(8), 939-955.
Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7), 1177-1190.
Alhaddad, A. (2015). A structural model of the relationships between brand image, brand trust and brand loyalty. International Journal of Management Research and Reviews, 5(3), 137.
Ansari, M., & Ozuem, W. (2013). Perceived prevalence of social media on brand image: a theoretical and empirical investigation of the luxury fashion sector. Readings book, 46.
Apenes Solem, B. A. (2016). Influences of customer participation and customer brand engagement on brand loyalty. Journal of Consumer Marketing, 33(5), 332-342.
Armitage, C. J., & Conner, M. (1999). The theory of planned behaviour: Assessment of predictive validity and'perceived control. British journal of social psychology, 38(1), 35-54.
Ba, S. (2001). Establishing online trust through a community responsibility system. Decision Support System, 323–336.
Bhandari, M., & Rodgers, S. (2018). What does the brand say? Effects of brand feedback to negative eWOM on brand trust and purchase intentions. International Journal of Advertising, 37(1), 125-141.
Bibi, A., Bukhari, S., Sami, A., Irfan, A., Liaqaut, H. (2018). Effect of Latest Technology and Social Media on Interpersonal Communication on Youth of Balochistan. Journal of Managerial Sciences, XI (3), 475- 490
Bolotaeva, V., & Cata, T. (2010). Marketing opportunities with social networks. Journal of Internet Social Networking and Virtual Communities, 2010, 1-8.
Camil, A. J. (2017). The Effectiveness of Social Media Marketing In Small Business Performance: A Case Study of Central Business District Nairobi (Doctoral dissertation, United States International University-Africa).
Chaudhuri, A. a. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 81-93.
Cheung, C. M., Chiu, P. Y., & Lee, M. K. (2011). Online social networks: Why do students use facebook?. Computers in Human Behavior, 27(4), 1337-1343.
Chinomona, R. (2013). The influence of brand experience on brand satisfaction, trust and attachment in South Africa. The International Business & Economics Research Journal (Online), 12(10), 1303.
Chinomona, R. (2016). Brand communication, brand image and brand trust as antecedents of brand loyalty in Gauteng Province of South Africa. African Journal of Economic and Management Studies, 7(1), 124-139.
Choudhery, D., & Leung, C. K. (2017, July). Social media mining: prediction of box office revenue. In Proceedings of the 21st International Database Engineering & Applications Symposium (pp. 20-29). ACM.

Culnan, M. J., McHugh, P. J., & Zubillaga, J. I. (2010). How large US companies can use Twitter and other social media to gain business value. MIS Quarterly Executive, 9(4)
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace. Journal of Applied Social Psychology, 22(14), 1111-1132.
Delgado-Ballester, E., & Luis Munuera-Alemán, J. (2005). Does brand trust matter to brand equity?. Journal of product & brand management, 14(3), 187-196.
Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: a social media perspective. Journal of Product & Brand Management, 24(1), 28-42.
Durndell, Alan, and Zsolt Haag. "Computer self efficacy, computer anxiety, attitudes towards the Internet and reported experience with the Internet, by gender, in an East European sample." Computers in human behavior 18.5 (2002): 521-535.
Ellison, N. B., Vitak, J., Steinfield, C., Gray, R., & Lampe, C. (2011). Negotiating privacy concerns and social capital needs in a social media environment. In Privacy online (pp. 19-32). Springer, Berlin, Heidelberg.
Faircloth, J. (2005). Factors influencing nonprofit resource provider support decisions: applying the bradn equity concept to nonprofits. Journal of Marketing Theory and Practice, 13(3), 1-14.
Fournier, S. (1998). Consumers and their brands: developing relationship theory in consumer research. Journal of Consumer Research, 343-73.
Gitau, P., Munyau, J., & Waweru, J. (2017). An evaluation of social media as strategy for enhancing competitiveness among selected small medium enterprises in Nairobi Country, Kenya. European Journal of Business and Strategic Management, 2(5), 16-31.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of business research, 69(12), 5833-5841.
Habibi, M. R., Laroche, M., & Richard, M. O. (2014). The roles of brand community and community engagement in building brand trust on social media. Computers in Human Behavior, 37, 152-161.
Habib, S., & Aslam, S. (2014). Influence of brand loyalty on consumer repurchase intentions of Coca-Cola. European Journal of Business and Management, 6(14), 168-174.
Hajli, M. N. (2014). A study of the impact of social media on consumers. International Journal of Market Research, 56(3), 387-404.
Hanna, S., & Rowley, J. (2008). An analysis of terminology use in place branding. Place branding and public diplomacy, 4(1), 61-75.
Harris, R. (2009). Social media ecosystem mapped as a wiring diagram. Retrieved September, 27, 2010.
Hård Af Segerstad, Y., & Kasperowski, D. (2015). A community for grieving: Affordances of social media for support of bereaved parents. New Review of Hypermedia and Multimedia, 21(1-2), 25-41.
Hayes, S. C. (2004). Acceptance and commitment therapy, relational frame theory, and the third wave of behavioral and cognitive therapies. Behavior therapy, 35(4), 639-665.
Hensel, K., & Deis, M. H. (2010). Using social media to increase advertising and improve marketing. The Entrepreneurial Executive, 15, 87.
Hidayanti, I., & Nuryakin, N. F. (2018). A study on brand commitment and brand trust towards brand loyalty of branded laptop in Indonesia. Journal of Business and Retail Management Research, 12(3).
Highton-Williamson, E., Priebe, S., & Giacco, D. (2015). Online social networking in people with psychosis: a systematic review. International Journal of Social Psychiatry, 61(1), 92-101.
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of interactive marketing, 28(2), 149-165.
Huang, C. C. (2017). The impacts of brand experiences on brand loyalty: mediators of brand love and trust. Journal ofManagement Decision, 55(5), 915-934.
Hudson, S., Huang, L., Roth, M. S., & Madden, T. J. (2016). The influence of social media interactions on consumer–brand relationships: A three-country study of brand perceptions and marketing behaviors. International Journal of Research in Marketing, 33(1), 27-41.
Irfan, A., Rasli, A., Sulaiman, Z., Sami, A., & Qureshi, M. I. (2018). Use of Social Media Sites by Malaysian Universities and its Impact on University Ranking. International Journal of Engineering and Technology, 7(4.28), 67-71
Irfan, A., Rasli, A., Sulaiman, Z., Sami, A., & Qureshi, M. I. (2019). The Influence of Social Media on Public Value: A systematic Review of Past Decade. Journal of Public Value and Administration Insights, 2(1), 1-6.
Islam, J. U., Rahman, Z., & Hollebeek, L. D. (2018). Consumer engagement in online brand communities: a solicitation of congruity theory. Internet Research, 28(1), 23-45.
Islam, J. U., & Rahman, Z. (2016). Linking customer engagement to trust and word-of-mouth on Facebook brand communities: An empirical study. Journal of Internet Commerce, 15(1), 40-58.
J.H. Schau, M. M. (2009). How brand community practices create value. Journal of Marketing, 73(5), 30-51.
Jiang, P. (2009). Consumer adoption of mobile internet services: An exploratory study. Journal of Promotion Management, 15(3), 418-454.
Kang, K. L. (2007). Investigation of online community voluntary behvaiour using cognitive map Computers in Human Behavior , 23, 111-126.
Kang, M., Shin, D. H., & Gong, T. (2016). The role of personalization, engagement, and trust in online communities. Information Technology & People, 29(3), 580-596.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68.
Karpinski, A. C., Kirschner, P. A., Ozer, I., Mellott, J. A., & Ochwo, P. (2013). An exploration of social networking site use, multitasking, and academic performance among United States and European university students. Computers in Human Behavior, 29(3), 1182-1192.
Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious!Understanding the functional building blocks of social media. Business Horizons, 54(3), 241–251
Kim AJ, K. E. (2010). Impacts of luxury fashion brand's social media marketing on customer relationship and purchase intention. Journal of Global Fashion Mark, 1(3):164–71.

Kim, H., Hur, W. M., & Yeo, J. (2015). Corporate brand trust as a mediator in the relationship between consumer perception of CSR, corporate hypocrisy, and corporate reputation. Sustainability, 7(4), 3683-3694.
Kline, P. (2013). Handbook of psychological testing. Routledge.
Kneževi?, B., Stefa?ska, M., & Stojkovi?, D. (2017). A general overview of usage of smartphones and mobile applications by young consumers in Poland, Croatia and Serbia. International Entrepreneurship| Przedsi?biorczo?? Mi?dzynarodowa, 3(1), 211-227.
Krasnova, H., Spiekermann, S., Koroleva, K., & Hildebrand, T. (2010). Online social networks: Why we disclose. Journal of information technology, 25(2), 109-125.
Kreuger, L., & Neuman, W. L. (2006). Social work research methods: qualitative and quantitative approaches: with Research Navigator. Pearson/Allyn and Bacon.
Laroche, M., Habibi, M. R., & Richard, M. O. (2013). To be or not to be in social media: How brand loyalty is affected by social media? International Journal of Information Management, 33(1), 76-82.
Laroche, M., Habibi, M. R., Richard, M. O., & Sankaranarayanan, R. (2012). The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty. Computers in Human Behavior, 28(5), 1755-1767.
Liu, L., Lee, M. K., Liu, R., & Chen, J. (2018). Trust transfer in social media brand communities: The role of consumer engagement. International Journal of Information Management, 41, 1-13.
Mabkhot, H. A., Shaari, H., & Salleh, S. M. (2017). The influence of brand image and brand personality on brand loyalty, mediating by brand trust: An empirical study. Jurnal Pengurusan (UKM Journal of Management), 50
McAlexander, J. H. (2002). Building brand community. Journal of Marketing, 38–54.
McAlexander, J. H. (1998). Brand-fests: Servicescapes for the cultivation of brand equity. American Marketing Association, 377–402
Menidjel, C., Benhabib, A., & Bilgihan, A. (2017). Examining the moderating role of personality traits in the relationship between brand trust and brand loyalty. Journal of Product & Brand Management, 26(6), 631-649.
Michel Laroche, M. R.-O. (2012). The effects of social media based brand communities on brand community markers, value creation
Miladinovic, J., & Hong, X. (2016). A Study on Factors Affecting the Behavioral Intention to use Mobile Shopping Fashion Apps in Sweden
Molinillo, S., Japutra, A., Nguyen, B., & Chen, C. H. S. (2017). Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty. Marketing Intelligence & Planning, 35(2), 166-179.
Mozas-Moral, A., Bernal-Jurado, E., Medina-Viruel, M. J., & Fernández-Uclés, D. (2016). Factors for success in online social networks: An fsQCA approach. Journal of Business Research, 69(11), 5261-5264.
Muniz, M. A. (2001). Brand community. Journal of Consumer Research, 412–432.
Naeem, M., & Sami, A. (2020). Product Brand Loyalty and Purchase Decision. International Journal of Entrepreneurial Research, 3(3), 76-87.
Nisar, T. M., & Whitehead, C. (2016). Brand interactions and social media: Enhancing user loyalty through social networking sites. Computers in Human Behavior, 62, 743-753
O’Doherty, K., Troseth, G. L., Shimpi, P. M., Goldenberg, E., Akhtar, N., & Saylor, M. M. (2011). Third?party social interaction and word learning from video. Child development, 82(3), 902-915.
Phua, J., Jin, S. V., & Kim, J. J. (2017). Gratifications of using Facebook, Twitter, Instagram, or Snapchat to follow brands: The moderating effect of social comparison, trust, tie strength, and network homophily on brand identification, brand engagement
Razmerita, L., Kirchner, K., & Nabeth, T. (2014). Social media in organizations: leveraging personal and collective knowledge processes. Journal of Organizational Computing and Electronic Commerce, 24(1), 74-93.
Richter A, K. M. (2007). Social software — status quo und Zukunft. Technischer Bericht, Nr. Fakultät für Informatik. Universität der Bundeswehr München.
Saunders, M., Lewis, P., & Thornhill, A. (2012). Research methods for business students (6 Ed.): Pearson Education India.
Sajid, S. I. (2016). Social media and its role in marketing. Business and economics journal2016, 7:1
Schlaile, M. P., Klein, K., & Böck, W. (2018). From bounded morality to consumer social responsibility: A transdisciplinary approach to socially responsible consumption and its obstacles. Journal of Business Ethics, 149(3), 561-588.
Schiffman, L. G., and L. L. Kanuk. "Purchasing behavior." (2007): 207-215.
Schifter, D. E., & Ajzen, I. (1985). Intention, perceived control, and weight loss: an application of the theory of planned behavior. Journal of Personality and Social Psychology, 49(3), 843-851.
Sinclair, T. J., & Grieve, R. (2017). Facebook as a source of social connectedness in older adults. Computers in Human Behavior, 66, 363-369.
Silverman, D. (2013). Doing qualitative research: A practical handbook: SAGE Publications Limited.
Stern, B., Zinkhan, G. M., & Jaju, A. (2001). Marketing images: construct definition, measurement issues, and theory development. Marketing Theory, 1(2), 201-224.
Tandoc Jr, Edson C., Patrick Ferrucci, and Margaret Duffy. "Facebook use, envy, and depression among college students: Is facebooking depressing?." Computers in Human Behavior 43 (2015): 139-146.
Thompson, R. L., Higgins, C. A., & Howell, J. M. (1991). Personal computing: toward a conceptual model of utilization. MIS Quarterly, 15(1), 125-143
Tynan, C., McKechnie, S., & Chhuon, C. (2010). Co-creating value for luxury brands. Journal of business research, 63(11), 1156-1163
Veloutsou, C. (2015). Brand evaluation, satisfaction and trust as predictors of brand loyalty: the mediator-moderator effect of brand relationships. Journal of Consumer Marketing, 32(6), 405-421.
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425-478.
Webster, F. (1992). The changing role of marketing in the corporation . Journal of Marketing, 1-17.
Wellman, B., Quan-Haase, A., Boase, J., Chen, W., Hampton, K., Díaz, I., & Miyata, K. (2003). The social affordances of the Internet for networked individualism. Journal of computer-mediated communication, 8(3), JCMC834.
Wen, T., Qin, T., & Liu, R. R. (2019). The impact of nostalgic emotion on brand trust and brand attachment: An empirical study from China. Asia Pacific Journal of Marketing and Logistics
Worldwide, D. (2008). The impact of social media on purchasing behavior. Engaging Consumers Online.
Zang, Z. J., Cutcutache, I., Poon, S. L., Zhang, S. L., McPherson, J. R., Tao, J., ... & Lim, K. H. (2012). Exome sequencing of gastric adenocarcinoma identifies recurrent somatic mutations in cell adhesion and chromatin remodeling genes. Nature genetics, 44(5), 570
Zhou, Z. J.-L. (2011b). Individual motivations and demographic differences in social virtual world uses: An exploratory investigation in Second Life. International Journal of Information Management, 261–271.
Zhou, Z., Zhang, Q., Su, C., & Zhou, N. (2012). How do brand communities generate brand relationships? Intermediate mechanisms. Journal of Business research, 65(7), 890-895.