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The Impact of Social Media Marketing on Brand Trust and Brand Loyalty: An Arab Perspective

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  • M. Sadiq Sohail

    (King Fahd University of Petroleum and Minerals, Dhahran, Saudi Arabia)

  • Mehedi Hasan

    (King Fahd University of Petroleum and Minerals, Dhahran, Saudi Arabia)

  • Azlin Fathima Sohail

    (Monash University Malaysia, Selangor, Malaysia)

Abstract

Social media gives firms a better platform to promote and build brand trust and loyalty. The objective of this study is to develop and validate a conceptual model that integrates the relationships among social media marketing elements, brand trust, and brand loyalty. Data was collected from 242 social media users in Saudi Arabia and the model was tested by employing structural equation modelling using SPSS and AMOS. The model was tested using a two-stage process, model evaluation and testing the significance of the model. Results of the hypotheses tests reveal that brand communities, entertainment, interaction, and customization features have a significant and positive relationship with brand trust and brand loyalty. The findings of this study provide a guide to social media marketers to build brand trust and loyalty.

Suggested Citation

  • M. Sadiq Sohail & Mehedi Hasan & Azlin Fathima Sohail, 2020. "The Impact of Social Media Marketing on Brand Trust and Brand Loyalty: An Arab Perspective," International Journal of Online Marketing (IJOM), IGI Global, vol. 10(1), pages 15-31, January.
    • Handle: RePEc:igg:jom000:v:10:y:2020:i:1:p:15-31
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    Cited by:

    1. Bruno F. Abrantes & Rana Basit Ali, 2023. "Perception of brand globalness and localness: the role of brand competence in stereotype-building and value consciousness," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(4), pages 722-737, December.
    2. Zyad M. Alzaydi & Mohamed H. Elsharnouby, 2023. "Using social media marketing to pro-tourism behaviours: the mediating role of destination attractiveness and attitude towards the positive impacts of tourism," Future Business Journal, Springer, vol. 9(1), pages 1-13, December.
    3. Amel Pintol & Nereida Hadziahmetovic, 2023. "The Mediating Role of Brand Trust in Social Media Marketing Activities and Brand Equity Relationship: Case of Bottled Water Brands in the Market of Bosnia and Herzegovina," European Journal of Business Science and Technology, Mendel University in Brno, Faculty of Business and Economics, vol. 9(1), pages 5-20.
    4. Wong Foong Yee & Siew Imm Ng & Kaixin Seng & Xin-Jean Lim & Thanuja Rathakrishnan, 2022. "How does social media marketing enhance brand loyalty? Identifying mediators relevant to the cinema context," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(2), pages 114-130, June.

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