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

and Nikolaos Boukas

Department of Management and Marketing, School of Business Administration,

European University Cyprus, Nicosia, Cyprus

Keywords: Social Media Marketing Activities, Consumer-Brand Relationship, Brand Loyalty, Hospitality, Research

Framework.

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.

1 INTRODUCTION

The development of digital economy has brought

significant changes in consumer behaviour of internet

users. This global shift is rapidly making the use of

social media as a new tool of communication, both

possible as well as necessary for companies.

Under this prism, the application of the internet

and social media alters consumer behavior, hence

challenging the overall way of conducting business

(Dwivedi et al., 2021). As of April 2024, there were

5.44 billion internet users worldwide, representing

67.1 percent of the global population. Of this number,

5.07 billion, or 62.6 percent of the world’s

population, were social media users. Asia had the

largest number of online users globally, with over

2.93 billion, followed by Europe with around 750

million internet users. China, India, and the United

https://orcid.org/0000-0002-2277-5283

https://orcid.org/0000-0002-0650-1944

https://orcid.org/0000-0001-6498-2291

States lead the world in the number of internet users

(Petrosyan, 2024).

In the hospitality industry, social media serve as a

critical strategic tool of marketing research and brand

promotion (Leung et al., 2013). They are essential for

enhancing customer engagement through attractive,

high-quality, and interactive content (Yoong and

Lian, 2019), as well as for improving customer

experience and building relationships (Verissimo and

Menezes, 2015). Additionally, social media

marketing (SMM) plays a pivotal role in the

hospitality industry by engaging existing and

potential consumers with the ultimate objective being

gaining their loyalty (Beqiri. and Qenaj, 2022). Social

media marketing activities (SMMA) can be defined

as the specific actions that implement the social

media marketing strategy (F. Li et al., 2021). These

154

Xin, M., Christoﬁ, K., Hadjiphanis, L., Chourides, P. and Boukas, N.

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

DOI: 10.5220/0013141600003956

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 7th International Conference on Finance, Economics, Management and IT Business (FEMIB 2025), pages 154-160

ISBN: 978-989-758-748-1; ISSN: 2184-5891

activities include sales, advertising as well as

costumer service(Baines et al., 2021).

While studies on Hallyu tourism (Chung and

Jeong, 2024) and customer engagement in social

media (de Oliveira Santini et al., 2020) offer insights,

they neglected the specific nuances of SMMA in the

hospitality industry. This study, grounded in the

Stimulus- Organism-Response (SOR)model, targets a

unique aspect of SMMA not addressed by existing

theories or meta-analyses, aiming to understand the

impact of SMMA on brand loyalty within the

industry. Specifically, previous research in tourism (J.

Liu et al., 2022), retailing (Safeer, 2024), and airlines

(Ibrahim, 2021b; Khan et al., 2024) has primarily

focused on examining the relationship between social

media marketing activities and their direct outcomes,

such as brand trust, satisfaction, and loyalty.

However, dimensions of the consumer-brand

relationship (CBR), such as brand love and brand

attachment, have not been systematically examined in

the hospitality industry (Ibrahim et al., 2021a, Kumar

and Hsieh, 2024). Hence, little empirical work has

been conducted to understand how SMMA influence

brand loyalty through CBR.

Based on this literature gap, this research aims to

establish a research agenda that sets the directions

towards in-depth investigation on the relationships

among SMMA, CBR, and brand loyalty, holistically,

responding in this way to the calls of Kumar (S.

Kumar and Hsieh, 2024) and Anas (Anas et al., 2023),

which point out the need for investations that examine

the impact of SMMA on brand loyalty.

2 THEORETICAL FRAMEWORK

As technology is advancing constantly, the Internet

has evolved from a purely broadcast medium to a

participatory platform that allows people to become

the “media” themselves, since it provides the

functionalities for freely information sharing (X. Li

and Wang, 2011). As a result, through the

development of social media, single individuals can

now share their experiences with products and

companies to hundreds or thousands of others.

In recent years, social media have sparked a

revolution and emerged as an essential marketing tool

across all sectors, due to their substantial growth rate

(Islam, 2021). From a marketing perspective, social

media have transformed traditional practices by

facilitating two-way information exchange (J. Park

and Oh, 2012). Appel et al. (2020) suggested that

social media have become a vital marketing weapon

and communications channel for businesses,

organizations, and institutions, as well as consumers.

As stated in the introduction, social media

marketing activities (SMMA) are the specific actions

that implement the social media marketing strategy.

Different scholars have presented different social

media marketing activities that vary based on the

industry. The main conceptualizations are presented

in Table 1.

Table 1: Main Conceptualizations of SMMA across

Various Industries.

SMMA Industr

Sector Scholar

Entertainment

Interaction

Customization

Trendiness

Word of mouth

Luxury Fashion

Kim and

Ko (2012)

Interaction

Trendiness

Customization

Perceived ris

Insurance Services

Sano

(2015)

Informativeness

Trendiness

Interactivity

Personalization

Word of mouth

E-commerce

Yadav

and

Rahman

(2017)

Entertainment

Interaction

Trendiness

Customization

Perceived ris

Airline industry

Seo and

Park

(2018)

In the rapidly evolving landscape of hospitality,

social media marketing has become a pivotal tool to

engage with customers, build brand loyalty, and drive

revenue. The effectiveness of these marketing

activities is crucial for the success of hospitality in a

highly competitive market. To assess and enhance

the impact of social media marketing in the

hospitality industry, this research proposes to apply

Kim and Ko’s (2012) five-dimension framework

(entertainment, ccustomization, interaction, WOM,

and trendiness), which has been successfully adapted

and utilized in various industries, showcasing its

versatility and applicability (Godey et al., 2016; Zollo

et al., 2020). The hospitality industry, characterized

by its emphasis on customer experience and service

quality (Ali et al., 2021; Hemmington, 2007), aligns

well with the dimensions of the proposed model. The

dimension of entertainment is vital for generating

content that captivates guests and nurtures a brand

community (Bazi et al., 2023). Social media

interaction encompasses a two-way communication

process, which is essential for establishing strong

customer relationships (Lacap et al., 2024).

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

155

Trendiness allows hotels to stay current with the latest

industry trends and consumer preferences, ensuring

that their offerings remain appealing (Anita et al.,

2023).Customization, facilitated by AI in the

hospitality industry, allows for the alignment of

products and services with guest preferences, thereby

enhancing customer satisfaction and market

competitiveness (Manoharan et al., 2024). Lastly,

Word of mouth (WOM) is particularly potent in the

hospitality industry, where positive reviews and

recommendations can significantly influence booking

decisions (Gellerstedt and Arvemo, 2019). This

integrated approach to social media marketing, as

outlined by the framework, is poised to enhance the

strategic positioning and performance of hospitality.

Social media platforms enhance customer

relationship management by enabling real-time

interactions between firms and consumers and allow

aggressive advertising in target markets. Ample studies

have previously examined the impact of social media

on consumer relationships. For instance, Sultan and

Khan (2022) noted that social media significantly

impact branding by encouraging users to share

personal stories and brand-related details within their

social networks. Consumer-brand relationships (CBR),

as defined by Blackston (1992) and Chang and Chieng

(2006), are characterized as bonds that form either

spontaneously through consumer initiative or through

mutually dependent interactions. According to Ashley

and Tuten (2015), CBR are integral part not only to a

brand’s communication strategy and marketing

activities, but also to its ability to forge enduring

emotional connections with consumers through digital

platforms, including social media.

Fournier (1998) proposed a Brand Relationship

Quality (BRQ) model consisting of six dimensions:

love and passion, self-connection, interdependence,

commitment, intimacy, and partner quality. The BRQ

model offers a framework for understanding the

quality of relationships between consumers and

brands, as well as assessing the strength and durability

of these relationships. Over the years, scholars tend to

enrich this initial conceptualization by providing

additional constructs on the model such as: brand

attachment (Y. Liu et al., 2020; C. W. Park et al.,

2010), brand love (Palusuk et al., 2019), self-brand

connection (Escalas and Bettman, 2003; Hamzah et al.,

2021), brand identification (V. Kumar and Kaushik,

2018), and brand trust (Chaudhuri and Holbrook, 2001;

Jain et al., 2018; Khamitov et al., 2019). Existing

research consistently identifies these constructs as

predictors of loyalty, forming the foundation of CBR

(Albert and Thomson, 2018; Khamitov et al., 2019).

The highly competitive hospitality industry, which

relies heavily on guest loyalty, stands to gain

significantly from understanding how CBR influences

brand loyalty in its context (Alizadeh and Nazarpour

Kashani, 2022). Therefore, this study aims to

investigate the impact of the five constructs of CBR on

brand loyalty within the hospitality industry,

identifying key factors in the formation of brand

loyalty and aligning with the theoretical framework

and practical application of CBR.

One of the strategic objectives of marketing

activities is to create loyalty through branding.

Initially, scholars generally refer to brand loyalty as

consumers’ repeated purchase behaviour for a specific

brand (Guest, 1944; Harary and Lipstein, 1962;

Tucker, 1964). While this initial definition is still

relevant and valuable, in the recent years the definition

of brand loyalty has developed into a multi-

dimensional concept, including also the dimensions of

trust as well as preference. Scholars have increasingly

focused on the mechanisms behind brand loyalty,

examining how factors such as consumer satisfaction

(Ha et al., 2009; Oliver, 1999; Punniyamoorthy and

Prasanna Mohan Raj, 2007), service quality

(Alexandris et al., 2008; Reich et al., 2006; Zehir et al.,

2011) and brand image (Alić et al., 2020; Keller, 2001)

affect consumers’ loyalty behaviour.

The Stimulus-Organism-Response (SOR)model,

grounded in environmental psychology and initially

proposed by Mehrabian and Russell in 1974, is

utilized to illustrate how external environmental

stimuli (S) influence an individual’s internal state

(O), leading to particular behavioural responses (R)

(Mehrabian and Russell, 1974). It is a prominent

model in consumer behaviour research, particularly in

the field of social media marketing. This model plays

a vital role in discussing the relationships among

SMMA, brand equity (Peng et al., 2024), brand

experience (S. Kumar and Hsieh, 2024),brand loyalty

(Changani and Kumar, 2023), purchase intention (Ho

et al., 2024) and E-WOM(Seo and Park, 2018).This

research employs the SOR model for three reasons.

First, it provides a theoretical framework that facilitates

a systematic analysis of SMMA as external stimuli (S)

impacting CBR as the organism (O). Second, the

model elucidates the transformation of these internal

states into behavioural responses (R), specifically

brand loyalty. Finally, the SOR model’s extensive

application and recognition in the domain of consumer

behaviour research, ensure its reliability as a proven

framework for examining and interpreting consumer

behaviours within the social media contexts.

Conclusively, the proposed theoretical framework

synthesises the SOR model with Kim and Ko’s five-

dimensional framework, providing a comprehensive

FEMIB 2025 - 7th International Conference on Finance, Economics, Management and IT Business

156

examination of the effects of SMMA on brand loyalty

within the hospitality industry. It delineates the

pivotal dimensions of CBR and elucidates their

potential to influence loyalty, thereby offering a

robust analytical tool for understanding and

predicting consumer behaviour in this context.

3 A FRAMEWORK MODEL FOR

ASSESSING THE IMPACT OF

SOCIAL MEDIA MARKETING

ACTIVITIES ON BRAND

LOYALTY

3.1 The Need for the Model

Previous studies on SMMA have mostly focused on

the fashion retail brands(Safeer, 2024), property(Ho

et al., 2024) and airlines industries (Khan et al.,

2024),with limited empirical research on how SMMA

affects brand loyalty via the mediating role of CBR in

the hospitality industry. The complex interplay

between SMMA, CBR, and brand loyalty remains

underexplored in the literature, highlighting a critical

research need for both conceptual and empirical

investigations into these interactions.

Addressing this gap, the study aims to develop a

comprehensive model that outlines a clear research

agenda, focusing on the elements that drive customer

behaviour with an emphasis on brand loyalty. This

model is essential for deciphering the mechanisms

through which SMMA can strengthen brand loyalty

by leveraging CBR, and it provides a strategic

blueprint for the hospitality industry to enhance its

marketing efforts.

As illustrated in Figure 1, the proposed model

serves a quadruple purpose: (1) identifying the critical

components of SMMA that drive CBR, (2)

demonstrating the mediating effect of CBR on the

relationship between SMMA and brand loyalty, (3)

examining the moderating influence of gender and

age in the SMMA-brand loyalty relationship, and (4)

providing a practical guide for hospitality marketers.

Figure 1: Proposed Framework Model Objectives.

3.2 The Proposed Model

This model, has its intellectual roots on SOR

framework, that aims to examine the impact of

SMMA, including entertainment, interaction,

customization, trendiness, and WOM, as external

stimuli on the CBR. By doing so, the research seeks

to enhance our understanding of how these activities

can foster brand loyalty.

Building on the findings of previous research

(Bushara et al., 2023; Ibrahim and Aljarah, 2021;

Khan et al., 2024; Sohaib et al., 2024), this study

adopts the SOR model to investigate the intrinsic

relationships among SMMA, CBR, and BL within the

hospitality industry. The proposed model is depicted

in Figure 2.

Figure 2: The Proposed Framework Model.

As it is proposed to the model, SMMA are used as

external stimuli (S), CBR is used as a regulatory

mechanism (O), and brand loyalty, represent the

response (R) as the ultimate outcome. Specifically,

SMMA provide hotel information, customer reviews,

promotional activities and other content to form an

initial stimulus to consumers (S). After receiving this

information, consumers will evaluate the service

quality and brand image of the hotel, based on their

own knowledge framework, needs, and expectations.

In this process, CBR plays a vital role (O), which can

not only enhance consumers’ trust in the hotel, but

also improve consumers’ satisfaction through

personalized service and care. BL is the final

behavioural response (R), which reflects consumers’

continued preference for hotel brands and willingness

to repurchase. The effective use of social media and

high-quality customer relationship management work

together to form and enhance brand loyalty.

By applying this proposed model, scholars and

practitioners will be able to answer the following

research questions:

RQ 1 What is the impact of SMMA on CBR, and

which dimension of SMMA has the greatest

influence?

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

157

RQ2 How do CBR influence BL, and which

dimension of CBR has the greatest impact on BL?

RQ3 What is the mediating role of CBR in the

relationship between SMMA and BL?

RQ4 What is the moderating role of gender and

age in the relationship between SMMA and BL?

4 CONCLUSIONS

The purpose of this study is to establish research

agenda that captures the interactions among social

media marketing activities, customer brand

relationship, and brand loyalty in a systemic manner.

As a result, a conceptual framework is proposed. The

framework makes a substantial contribution to both

the academic literature and the practical strategies of

the hospitality industry. Specifically, it proposed the

application of the SOR model in the context of

hospitality sector, offering a novel approach of

integrating social media marketing activities with the

dimensions of the consumer-brand relationship. This

integration deepens the understanding of the

dynamics between brands and consumers in the

digital economy, and offers both theoretical insights

and practical implications for enhancing brand

loyalty through social media specific activities.

Furthermore, the study acknowledges the

importance of quantitative research in establishing

causal relationships. While the current research lays

the conceptual groundwork, it also highlights the

necessity for empirical investigation to quantify the

effects of social media marketing activities on CBR

and brand loyalty. Subsequent research will involve a

quantitative study to determine the precise

relationships among the variables in the proposed

framework. This quantitative approach will be key to

measuring the impact of social media stimuli on user

behavior, considering the moderating effects of

gender and age. This nuanced understanding will

facilitate a more informed approach to social media

marketing strategies, tailored to the diverse needs and

preferences of different demographic segments.

In summary, this research presents a robust and

applicable framework that seeks to elucidate the

critical role of social media marketing in the

hospitality industry. The findings aim to set the

foundation for future empirical research. The

recommendations provided will be further refined

through quantitative analysis, offering practitioners

evidence-based strategies to optimize their marketing

efforts and maintain a competitive edge in the digital

marketplace.

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