Developing a Research Framework Model for Assessing the Impact of Social Media Marketing Activities on Brand Loyalty

Meng Xin, Kyriakos Christofi, Lycourgos Hadjiphanis, Pieris Chourides, Nikolaos Boukas

2025

Abstract

The rapid growth of internet of things has driven a shift in consumer behaviour, prompting businesses to adopt social media as a vital communication channel. In the hospitality sector, social media marketing activities （SMMA）is the cornerstone in business management, marketing research and brand promotion, however, there is a scarcity of research on the comparative effectiveness of social media strategies within this industry. This study seeks to fill this gap by establishing a research framework that examine the connections among SMMA, the consumer-brand relationship (CBR), and brand loyalty (BL) in a systemic way. Specifically, the research model, draws on the Stimulus-Organism-Response (SOR) framework, proposed that factors like entertainment, interaction, customization, trendiness, and word of mouth (WOM) can bolster the CBR and subsequently boost brand loyalty. Moreover, the study considers the mediating and moderating roles of CBR, gender and age in the relationship to social media stimuli and user behaviour. The study’s outcomes can be utilized as a solid foundation to host future empirical investigations aiding in the optimization of marketing strategies and the preservation of a competitive advantage in the digital landscape.

Paper Citation

in Harvard Style

Xin M., Christofi K., Hadjiphanis L., Chourides P. and Boukas N. (2025). Developing a Research Framework Model for Assessing the Impact of Social Media Marketing Activities on Brand Loyalty. In Proceedings of the 7th International Conference on Finance, Economics, Management and IT Business - Volume 1: FEMIB; ISBN 978-989-758-748-1, SciTePress, pages 154-160. DOI: 10.5220/0013141600003956

in Bibtex Style

@conference{femib25,
author={Meng Xin and Kyriakos Christofi and Lycourgos Hadjiphanis and Pieris Chourides and Nikolaos Boukas},
title={Developing a Research Framework Model for Assessing the Impact of Social Media Marketing Activities on Brand Loyalty},
booktitle={Proceedings of the 7th International Conference on Finance, Economics, Management and IT Business - Volume 1: FEMIB},
year={2025},
pages={154-160},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013141600003956},
isbn={978-989-758-748-1},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 7th International Conference on Finance, Economics, Management and IT Business - Volume 1: FEMIB
TI - Developing a Research Framework Model for Assessing the Impact of Social Media Marketing Activities on Brand Loyalty
SN - 978-989-758-748-1
AU - Xin M.
AU - Christofi K.
AU - Hadjiphanis L.
AU - Chourides P.
AU - Boukas N.
PY - 2025
SP - 154
EP - 160
DO - 10.5220/0013141600003956
PB - SciTePress