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Conceptual Model Regarding The Influence Of Social Media Marketing Communication On Brand Trust, Brand Affect And Brand Loyalty

Author

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  • Gheorghe ORZAN

    (The Bucharest University of Economic Studies)

  • Otilia-Elena PLATON

    (“Nicolae Titulescu” University of Bucharest)

  • Cristian Dragos STEFĂNESCU

    (Carol Davila University of Medicine and Pharmacy, Bucharest)

  • Mihai ORZAN

    (The Bucharest University of Economic Studies)

Abstract

Knowing that nowadays many companies are integrating social media in their online marketing communication strategies, it is important to determine whether its usage has the ability to influence the consumers’ perceptions towards brands. Starting from the assumption that social media marketing communication can influence the consumers’ trust, affect and loyalty towards brands, this article aims to investigate the relationships between these four main concepts. The research developed for this purpose was conducted on a sample of 314 respondents and in order to validate the proposed conceptual model, the data analysis used structural equation modeling, based on variance method. The results point out that the importance given to the characteristics of social media marketing communications are directly related to brand trust and brand affect, the two main determinants of brand loyalty, as shown in the conceptual model.

Suggested Citation

  • Gheorghe ORZAN & Otilia-Elena PLATON & Cristian Dragos STEFĂNESCU & Mihai ORZAN, 2016. "Conceptual Model Regarding The Influence Of Social Media Marketing Communication On Brand Trust, Brand Affect And Brand Loyalty," ECONOMIC COMPUTATION AND ECONOMIC CYBERNETICS STUDIES AND RESEARCH, Faculty of Economic Cybernetics, Statistics and Informatics, vol. 50(1), pages 141-156.
    • Handle: RePEc:cys:ecocyb:v:50:y:2016:i:1:p:141-156
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    References listed on IDEAS

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    1. Burmann, Christoph & Jost-Benz, Marc & Riley, Nicola, 2009. "Towards an identity-based brand equity model," Journal of Business Research, Elsevier, vol. 62(3), pages 390-397, March.
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    Full references (including those not matched with items on IDEAS)

    Citations

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    Cited by:

    1. Marius GERU & Angela Eliza MICU & Alexandru CAPATINA & Adrian MICU, 2018. "Using Artificial Intelligence on Social Media’s User Generated Content for Disruptive Marketing Strategies in eCommerce Abstract. This study examines how user-generated content on social media can act," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 3, pages 5-11.
    2. repec:aud:audfin:v:20:y:2018:i:49:p:616 is not listed on IDEAS
    3. Daniel Adrian Gârdan & Mihai Andronie & Iuliana Petronela Gârdan & Irina Elena Andronie & Mariana Iatagan & Iulian Hurloiu, 2018. "Bioeconomy Development and Using of Intellectual Capital for the Creation of Competitive Advantages by SMEs in the Field of Biotechnology," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 20(49), pages 647-647, August.
    4. Raluca-Giorgiana (Popa) Chivu & Ionuț-Claudiu Popa & Adrian Mociu & Petre-Sorin Savin & Robert-Ionuț Popa & Anca-Olguța Orzan, 2021. "Sustainable Transformation of Consumer Behavior—Vector Modeling in Determining the Decision to Choose a Medical Service in the Context of COVID-19," Sustainability, MDPI, vol. 13(23), pages 1-14, November.
    5. Kashif Farhat & Sany Sanuri Mohd Mokhtar & Salniza Md. Salleh, 2020. "Connecting the Dots of Customer-Based Brand Equity to Brand Engagement: Using the Disjoint Two Stage Approach of PLS-SEM," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 32(2), pages 147-168.
    6. David-Florin Ciocodeică & Raluca-Giorgiana (Popa) Chivu & Ionuț-Claudiu Popa & Horia Mihălcescu & Gheorghe Orzan & Ana-Maria (Dumitrache) Băjan, 2022. "The Degree of Adoption of Business Intelligence in Romanian Companies—The Case of Sentiment Analysis as a Marketing Analytical Tool," Sustainability, MDPI, vol. 14(12), pages 1-20, June.
    7. repec:aud:audfin:v:20:y:2018:i:49:p:647 is not listed on IDEAS
    8. Esra Ozkan Pir & Evrim Derinozlu, 2020. "The mediating role of price sensitivity in the effect of trust and loyalty to luxury brands on the brand preference," Upravlenets, Ural State University of Economics, vol. 11(6), pages 70-84, December.
    9. Xin Zhang & Xiaoyan Ding & Liang Ma & Gaoshan Wang, 2018. "Identifying Factors Preventing Sustainable Brand Loyalty among Consumers: A Mixed Methods Approach," Sustainability, MDPI, vol. 10(12), pages 1-13, December.
    10. Alexandru –Mircea Nedelea & Marilena Mironiuc & Maria Carmen Huian & Mihaela B?rsan & Maria Viorica Bedrule-Grigoruta, 2018. "Modeled Interdependencies between Intellectual Capital, Circular Economy and Economic Growth in the Context of Bioeconomy," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 20(49), pages 616-616, August.
    11. Sheng-Wen Liu & Ying-Chieh Yang & Ralph Norcio, 2017. "Explore the Buffering Effects of Perceived Hidden Inflation on Survival of Mobile Phone Service Providers in Taiwan," Sustainability, MDPI, vol. 9(4), pages 1-12, April.

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    More about this item

    Keywords

    social media marketing; marketing communication; brand trust; brand affect; brand loyalty; structural equation modeling.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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