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Linking Social Media Marketing Activities to Revisit Intention through Brand Trust and Brand Loyalty on the Coffee Shop Facebook Pages: Exploring Sequential Mediation Mechanism

Author

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  • Blend Ibrahim

    (Department of Tourism, School of Tourism and Hospitality Management, Girne American University, Girne 99300, North Cyprus, Mersin 10, Turkey)

  • Ahmad Aljarah

    (Marketing Department, Faculty of Business and Economic, Girne American University, Girne 99300, North Cyprus, Mersin 10, Turkey)

  • Dima Sawaftah

    (Marketing Department, Faculty of Business and Economic, Girne American University, Girne 99300, North Cyprus, Mersin 10, Turkey)

Abstract

Social media marketing (SMM) is a new field that involves the marketing of goods, services, information, and ideas via online networks and social media. Drawing on the stimulus-organism-response framework, this study aims to examine how social-media-marketing activities (SMMA) affect brand loyalty, brand trust, and revisit intention (returning to the same place in the future) for coffee shops in Northern Cyprus. Empirical evidence was collected from 415 undergraduate students who follow specific coffee shops on Facebook, and a structural equation modeling approach was applied. The results showed a significant positive influence of SMMA on brand loyalty, brand trust, and revisit intention. The findings show that SMMA are a stronger predictor of revisit intention than brand loyalty and brand trust. Furthermore, brand loyalty and brand trust are significant mediators in the relationship between SMMA and revisit intention. Additionally, the sequential mediation effects of brand loyalty and brand trust in the relationship between SMMA and revisit intention are supported. Overall, with effective SMMA from coffee shops on Facebook, the customer grows confidence in the brand, which increases the level of brand loyalty. This, in turn, encourages revisit intention of the customer. As a result, brand executives on social media platforms (in this case, Facebook) should promote specific SMMA for their brands and engage in such activities to creates brand trust and brand loyalty. These findings contribute to the literature by examining the relationship between SMMA and revisit intention and exploring how SMMA affect revisit intention by adding brand loyalty and brand trust as mediators.

Suggested Citation

  • Blend Ibrahim & Ahmad Aljarah & Dima Sawaftah, 2021. "Linking Social Media Marketing Activities to Revisit Intention through Brand Trust and Brand Loyalty on the Coffee Shop Facebook Pages: Exploring Sequential Mediation Mechanism," Sustainability, MDPI, vol. 13(4), pages 1-15, February.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:4:p:2277-:d:502323
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    Cited by:

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    2. Bassam Dalal & Ahmad Aljarah, 2021. "How Brand Symbolism, Perceived Service Quality, and CSR Skepticism Influence Consumers to Engage in Citizenship Behavior," Sustainability, MDPI, vol. 13(11), pages 1-18, May.
    3. Huan-Ming Chuang & Chien-I Chen, 2023. "The Role of Two-Way Influences on Sustaining Green Brand Engagement and Loyalty in Social Media," Sustainability, MDPI, vol. 15(2), pages 1-16, January.
    4. Dima Sawaftah & Ahmad Aljarah & Eva Lahuerta-Otero, 2021. "Power Brand Defense Up, My Friend! Stimulating Brand Defense through Digital Content Marketing," Sustainability, MDPI, vol. 13(18), pages 1-17, September.
    5. Mohd Azhar & Rehan Husain & Sheeba Hamid & Mohd Nayyer Rahman, 2023. "Effect of social media marketing on online travel purchase behavior post-COVID-19: mediating role of brand trust and brand loyalty," Future Business Journal, Springer, vol. 9(1), pages 1-13, December.
    6. Cao, Peng & Sial, Muhammad Safdar & Ã lvarez-Otero, Susana & Brugni, Talles Vianna & Comite, Ubaldo, 2024. "Eco-engagement: Tracing CSR communication's ripple effect on consumer hospitality loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    7. Meimona Abdelrhim Bushara & Ahmed Hassan Abdou & Thowayeb H. Hassan & Abu Elnasr E. Sobaih & Abdullah Saleh Mohammed Albohnayh & Waleed Ghazi Alshammari & Mohammed Aldoreeb & Ahmed Anwar Elsaed & Moha, 2023. "Power of Social Media Marketing: How Perceived Value Mediates the Impact on Restaurant Followers’ Purchase Intention, Willingness to Pay a Premium Price, and E-WoM?," Sustainability, MDPI, vol. 15(6), pages 1-22, March.

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