This article examines the evolution of brand loyalty in the context of social media’s pervasive influence on consumer behavior and marketing practices. Traditionally, brand loyalty has been characterized by consumers’ consistent preference for a particular brand. However, the emergence of social media platforms has transformed the marketing landscape, offering brands unprecedented opportunities to engage with their audience, foster relationships, and cultivate loyalty. With billions of users actively participating on platforms like Facebook, Instagram, Twitter, and LinkedIn, social media has become a powerful tool for brands to connect with consumers. This paper highlights the significance of understanding the evolving nature of brand loyalty in the age of social media. It emphasizes the need for marketers to adapt their strategies to leverage this new terrain effectively. Through a review of relevant literature and theoretical frameworks, the article explores the implications of social media on brand-consumer relationships. It offers practical recommendations for marketers aiming to capitalize on the opportunities presented by the digital landscape.
References
[1]
Aaker, D. A. (1996). Measuring Brand Equity across Products and Markets. California Management Review, 38, 103-119. https://doi.org/10.2307/41165845
[2]
Ahmed, R., Kumar, R., Baig, M., & Khan, M. (2015). Impact of Digital Media on Brand Loyalty and Brand Positioning. https://doi.org/10.2139/ssrn.2708527
[3]
Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50, 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
[4]
Ajzen, I., & Fishbein, M. (1980). Understanding Attitudes and Predicting Social Behavior. Prentice-Hall.
[5]
Allagui, I., & Breslow, H. (2016). Social Media for Public Relations: Lessons from Four Effective Cases. Public Relations Review, 42, 20-30. https://doi.org/10.1016/j.pubrev.2015.12.001
[6]
Aron, A., Mashek, D., McLaughlin-Volpe, T., Wright, S., Lewandowski, G., & Aron, E. N. (2005). Including Close Others in the Cognitive Structure of the Self. In M. W. Baldwin (Ed.), Interpersonal Cognition (pp. 206-232). Guilford Press.
[7]
Audrezet, A., De Kerviler, G., & Moulard, J. G. (2020). Authenticity under Threat: When Social Media Influencers Need to Go beyond Self-Presentation. Journal of Business Research, 117, 557-569. https://doi.org/10.1016/j.jbusres.2018.07.008
[8]
Balaban, D. C., & Szambolics, J. (2022). A Proposed Model of Self-Perceived Authenticity of Social Media Influencers. Media and Communication, 10, 235-246. https://doi.org/10.17645/mac.v10i1.4765
[9]
Bastos, W., & Levy, S. J. (2012). A history of the Concept of Branding: Practice and Theory. Journal of Historical Research in Marketing, 4, 347-368. https://doi.org/10.1108/17557501211252934
[10]
Bem, D. J. (1972). Self-Perception Theory. In Advances in Experimental Social Psychology (pp. 1-62). Academic Press. https://doi.org/10.1016/S0065-2601(08)60024-6
[11]
Blau, P. M. (1964). Exchange and Power in Social Life. Transaction.
[12]
Brown, R. (2000). Social Identity Theory: Past Achievements, Current Problems, and Future Challenges. European Journal of Social Psychology, 30, 745-778. https://doi.org/10.1002/1099-0992(200011/12)30:6<745::AID-EJSP24>3.0.CO;2-O
[13]
Brun, I., Rajaobelina, L., Ricard, L., & Berthiaume, B. (2017). Impact of Customer Experience on Loyalty: A Multichannel Examination. The Service Industries Journal, 37, 317-340. https://doi.org/10.1080/02642069.2017.1322959
[14]
Burt, R. S. (1987). Social Contagion and Innovation: Cohesion versus Structural Equivalence. American Journal of Sociology, 92, 1287-1335. https://doi.org/10.1086/228667
[15]
Calonius, H. (2006). Contemporary Research in Marketing: A Market Behavior Framework. Marketing Theory, 6, 419-428. Https://Doi.Org/10.1177/1470593106069936
[16]
Christodoulides, G., Jevons, C., & Blackshaw, P. (2011). The Consumer’s Voice Speaks Forcefully in Brand Identity: User-Generated Content Forces Smart Marketers to Listen. Journal of Advertising Research, 51, 101-111. https://doi.org/10.2501/JAR-51-1-101-111
[17]
Cleff, T., Walter, N., & Xie, J. (2018). The Effect of Online Brand Experience on Brand Loyalty: A Web of Emotions. IUP Journal of Brand Management, 15, 8-24.
[18]
Coelho, P. S., Rita, P., & Santos, Z. R. (2018). On the Relationship between Consumer-Brand Identification, Brand Community, and Brand Loyalty. Journal of Retailing and Consumer Services, 43, 101-110. https://doi.org/10.1016/j.jretconser.2018.03.011
[19]
Costa Filho, M. C., Falcao, R. P., & Motta, P. C. D. M. (2021). Brand Loyalty among Low-Income Consumers? Qualitative Market Research: An International Journal, 24, 260-280. https://doi.org/10.1108/QMR-07-2019-0080
[20]
Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship Quality in Services Selling: An Interpersonal Influence Perspective. Journal of Marketing, 54, 68-81. https://doi.org/10.1177/002224299005400306
[21]
Daft, R. L., & Lengel, R. H. (1986). Organizational Information Requirements, Media Richness, and Structural Design. Management Science, 32, 554-571. https://doi.org/10.1287/mnsc.32.5.554
[22]
Dam, S. M., & Dam, T. C. (2021). Relationships between Service Quality, Brand Image, Customer Satisfaction, and Customer Loyalty. The Journal of Asian Finance, Economics and Business, 8, 585-593.
[23]
Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly: Management Information Systems, 13, 319-339. https://doi.org/10.2307/249008
[24]
Dewnarain, S., Ramkissoon, H., & Mavondo, F. (2019). Social Customer Relationship Management: An Integrated Conceptual Framework. Journal of Hospitality Marketing & Management, 28, 172-188. https://doi.org/10.1080/19368623.2018.1516588
[25]
Diputra, I. G. A. W., & Yasa, N. N. (2021). The Influence of Product Quality, Brand Image, and Brand Trust on Customer Satisfaction and Loyalty. American International Journal of Business Management (AIJBM), 4, 25-34.
[26]
Dogra, K. (2019). The Impact of Influencer Marketing on Brand Loyalty Towards Luxury Cosmetics Brands: Comparison of Generation Z and Millennial. Modul University.
[27]
Dutton, J. E., & Dukerich, J. M. (1991). Keeping an Eye on the Mirror: Image and Identity in Organizational Adaptation. Academy of Management Journal, 34, 517-554. https://doi.org/10.2307/256405
[28]
Ebrahim, R. S. (2020). The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty. Journal of Relationship Marketing, 19, 287-308. https://doi.org/10.1080/15332667.2019.1705742
[29]
Eid, M. I. (2011). Determinants of E-Commerce Customer Satisfaction, Trust, and Loyalty in Saudi Arabia. Journal of Electronic Commerce Research, 12, 78-92.
[30]
Ellemers, N., & Haslam, S. A. (2012). Social Identity Theory. In Handbook of Theories of Social Psychology (Vol. 2, pp. 379-398). Sage Publications. https://doi.org/10.4135/9781446249222.n45
[31]
Ellingsen, T., & Johannesson, M. (2008). Pride and Prejudice: The Human Side of Incentive Theory. The American Economic Review, 98, 990-1008. https://doi.org/10.1257/aer.98.3.990
[32]
Erskine, M. V. (2021). The Emergence of the Social Media Influencer: How Influencers Dictate Consumer’s Trust of Branded Contents. California State University.
[33]
Ertemel, A. V., Civelek, M. E., Eroğlu Pektaş, G. Ö., & Çemberci, M. (2021). The Role of Customer Experience in the Effect of Online Flow State on Customer Loyalty. PLOS ONE, 16, e0254685. https://doi.org/10.1371/journal.pone.0254685
[34]
Fernandes, T., & Moreira, M. (2019). Consumer Brand Engagement, Satisfaction, and Brand Loyalty: A Comparative Study between Functional and Emotional Brand Relationships. Journal of Product and Brand Management, 28, 274-286. https://doi.org/10.1108/JPBM-08-2017-1545
[35]
Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24, 343-353. https://doi.org/10.1086/209515
[36]
Fritz, K., Schoenmueller, V., & Bruhn, M. (2017). Authenticity in Branding-Exploring Antecedents and Consequences of Brand Authenticity. European Journal of Marketing, 51, 324-348. https://doi.org/10.1108/EJM-10-2014-0633
[37]
Geng, X., Zhang, H., Bian, J., & Chua, T. S. (2015). Learning Image and User Features for Recommendation in Social Networks. In Proceedings of the IEEE International Conference on Computer Vision (pp. 4274-4282). Institute of Electrical and Electronics Engineers. https://doi.org/10.1109/ICCV.2015.486
[38]
Gensler, S., Völckner, F., Liu-Thompkins, Y., & Wiertz, C. (2013). Managing Brands in the Social Media Environment. Journal of Interactive Marketing, 27, 242-256. https://doi.org/10.1016/j.intmar.2013.09.004
[39]
Gofman, E. (2008). Behavior in Public Places. Simon and Schuster.
[40]
Grönroos, C. (2009). Marketing as Promise Management: Regaining Customer Management for Marketing. Journal of Business and Industrial Marketing, 24, 351-359. https://doi.org/10.1108/08858620910966237
[41]
Gutman, J. (1982). A Means-End Chain Model Based on Consumer Categorization Processes. Journal of Marketing, 46, 60-72. https://doi.org/10.1177/002224298204600207
[42]
Ha, H. Y., & Pan, H. (2018). The Evolution of Perceived Security: The Temporal Role of SNS Information Perceptions. Internet Research, 28, 1055-1078. https://doi.org/10.1108/IntR-02-2017-0047
[43]
Habibi, M. R., Laroche, M., & Richard, M. O. (2016). Testing an Extended Model of Consumer Behavior in the Context of Social Media-Based Brand Communities. Computers in Human Behavior, 62, 292-302. https://doi.org/10.1016/j.chb.2016.03.079
[44]
Hanaysha, J. (2016). The Importance of Social Media Advertisements in Enhancing Brand Equity: A Study on Fast Food Restaurant Industry in Malaysia. International Journal of Innovation Management and Technology, 7, 46-51. https://doi.org/10.18178/ijimt.2016.7.2.643
[45]
Haq, M. D., Tseng, T. H., Cheng, H. L., Chiu, C. M., & Kuo, Y. H. (2024). This Country Is Loveable: A Model of Destination Brand Love Considering Consumption Authenticity and Social Experience. Journal of Destination Marketing & Management, 32, Article ID: 100878. https://doi.org/10.1016/j.jdmm.2024.100878
[46]
Hassan, A. (2012). The Value Proposition Concept in Marketing: How Customers Perceive the Value Delivered by Firms—A Study of Customer Perspectives on Supermarkets in Southampton in the United Kingdom. International Journal of Marketing Studies, 4, 68. https://doi.org/10.5539/ijms.v4n3p68
[47]
Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., & Skiera, B. (2010). The Impact of New Media on Customer Relationships. Journal of Service Research, 13, 311-330. https://doi.org/10.1177/1094670510375460
[48]
Highfield, T., & Leaver, T. (2016). Instagrammatics and Digital Methods: Studying Visual Social Media, from Selfies and GIFs to Memes and Emojis. Communication Research and Practice, 2, 47-62. https://doi.org/10.1080/22041451.2016.1155332
[49]
Hogg, M. A. (2016). Social Identity Theory (pp. 3-17). Springer International Publishing. https://doi.org/10.1007/978-3-319-29869-6_1
[50]
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation. Journal of Interactive Marketing, 28, 149-165. https://doi.org/10.1016/j.intmar.2013.12.002
[51]
Horton, D., & Wohl, R. R. (1956). Mass Communication and Para-Social Interaction. Psychiatry, 19, 215-229. https://doi.org/10.1080/00332747.1956.11023049
[52]
Hossain, M. Z. (2017). Building Sustainable Relationships through Customer Support Service in the Telecommunication Industry. Global Journal of Management and Business Research, 17, 43-55.
[53]
Hudson, S., Roth, M. S., & Madden, T. J. (2012). Customer Communications Management in the New Digital Era (p. 21). Center for Marketing Studies, Darla Moore School of Business, University of South Carolina.
[54]
Hudson, S., Roth, M. S., Madden, T. J., & Hudson, R. (2015). The Effects of Social Media on Emotions, Brand Relationship Quality, and Word of Mouth: An Empirical Study of Music Festival Attendees. Tourism Management, 47, 68-76. https://doi.org/10.1016/j.tourman.2014.09.001
[55]
Human, G., Ascott-Evans, B., Souter, W. G., & Xabanisa, S. S. (2011). Advertising, Brand Knowledge and Attitudinal Loyalty in Low-Income Markets: Can Advertising Make a Difference at the “Bottom-of-the-Pyramid”? Management Dynamics: Journal of the Southern African Institute for Management Scientists, 20, 33-45.
[56]
Ismail, A. R. (2017). The Influence of Perceived Social Media Marketing Activities on Brand Loyalty: The Mediation Effect of Brand and Value Consciousness. Asia Pacific Journal of Marketing and Logistics, 29, 129-144. https://doi.org/10.1108/APJML-10-2015-0154
[57]
Jacoby, J. (2002). Stimulus-Organism-Response Reconsidered: An Evolutionary Step in Modeling (Consumer) Behavior. Journal of Consumer Psychology, 12, 51-57. https://doi.org/10.1207/S15327663JCP1201_05
[58]
Jayasingh, S. (2019). Consumer Brand Engagement in Social Networking Sites and Its Effect on Brand Loyalty. Cogent Business & Management, 6, Article ID: 1698793. https://doi.org/10.1080/23311975.2019.1698793
[59]
Jung, L. H., & Soo, K. M. (2012). The Effect of Brand Experience on Brand Relationship Quality. Academy of Marketing Studies Journal, 16, 87-98.
[60]
Kamboj, S., Sarmah, B., Gupta, S., & Dwivedi, Y. (2018). Examining Branding Co-Creation in Brand Communities on Social Media: Applying the Paradigm of Stimulus-Organ-ism-Response. International Journal of Information Management, 39, 169-185. https://doi.org/10.1016/j.ijinfomgt.2017.12.001
[61]
Kapoor, K. K., Tamilmani, K., Rana, N. P., Patil, P., Dwivedi, Y. K., & Nerur, S. (2018). Advances in Social Media Research: Past, Present and Future. Information Systems Frontiers, 20, 531-558. https://doi.org/10.1007/s10796-017-9810-y
[62]
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57, 1-22. https://doi.org/10.1177/002224299305700101
[63]
Kelly, L., Kerr, G., & Drennan, J. (2010). Avoidance of Advertising on Social Networking Sites. Journal of Interactive Advertising, 10, 16-27. https://doi.org/10.1080/15252019.2010.10722167
[64]
Khan, M. T. (2013). Customer Loyalty: Concept & Definition (A Review). International Journal of Information, Business and Management, 5, 168-191.
[65]
Kirmani, A., & Rao, A. R. (2000). No Pain, No Gain: A Critical Literature Review on Signaling Unobservable Product Quality. Journal of Marketing, 64, 66-79. https://doi.org/10.1509/jmkg.64.2.66.18000
[66]
Kotler, P., & Armstrong, G. (2016). Principles of Marketing (16th ed.). Pearson.
[67]
Kumar, V., Sharma, A., Shah, R., & Rajan, B. (2013). Establishing Profitable Customer Loyalty for Multinational Companies in the Emerging Economies: A Conceptual Framework. Journal of International Marketing, 21, 57-80. https://doi.org/10.1509/jim.12.0107
[68]
Lariba, C. (2023). The Role of User-Generated Content in Shaping Brand Perceptions. International Journal of Public Relations and Communication, 1, 25-37.
[69]
Laroche, M., Habibi, M. R., & Richard, M. O. (2013). To Be Or Not to Be in Social Media: How Has Social Media Affected Brand Loyalty? International Journal of Information Management, 33, 76-82. https://doi.org/10.1016/j.ijinfomgt.2012.07.003
[70]
Laroche, M., Habibi, M. R., Richard, M. O., & Sankaranarayanan, R. (2012). The Effects of Social Media-Based Brand Communities on Brand Community Markers, Value Creation Practices, Brand Trust, and Brand Loyalty. Computers in Human Behavior, 28, 1755-1767. https://doi.org/10.1016/j.chb.2012.04.016
[71]
Lee, C. T., & Hsieh, S. H. (2022). Can Social Media-Based Brand Communities Build Brand Relationships? Examining the Effect of Community Engagement on Brand Love. Behavior & Information Technology, 41, 1270-1285. https://doi.org/10.1080/0144929X.2021.1872704
[72]
Lee, S., & Jeong, M. (2014). Enhancing Online Brand Experiences: An Application of Congruity Theory. International Journal of Hospitality Management, 40, 49-58. https://doi.org/10.1016/j.ijhm.2014.03.008
[73]
Li, Z., Long, M., Huang, S., Duan, Z., Hu, Y., & Cui, R. (2023). Effects of Inertia and Switching Costs on Customer Retention: A Study of Budget Hotels in China. International Journal of Contemporary Hospitality Management, 35, 1030-1050. https://doi.org/10.1108/IJCHM-09-2021-1074
[74]
Liberman, N., & Trope, Y. (1998). The Role of Feasibility and Desirability Considerations in Near and Distant Future Decisions: A Test of Temporal Construal Theory. Journal of Personality and Social Psychology, 75, 5-18. https://doi.org/10.1037/0022-3514.75.1.5
[75]
Lina, R. (2022). Improving Product Quality and Satisfaction as Fundamental Strategies in Strengthening Customer Loyalty. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 2, 19-26. https://doi.org/10.37481/jmeb.v2i1.245
[76]
Liu, Y., Soroka, A., Han, L., Jian, J., & Tang, M. (2020). Cloud-Based Big Data Analytics for Customer Insight-Driven Design Innovation in SMEs. International Journal of Information Management, 51, Article ID: 102034. https://doi.org/10.1016/j.ijinfomgt.2019.11.002
[77]
Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19, 58-73. https://doi.org/10.1080/15252019.2018.1533501
[78]
Loureiro, S. M. C., Sarmento, E. M., & Le Bellego, G. (2017). The Effect of Corporate Brand Reputation on Brand Attachment and Brand Loyalty: Automobile Sector. Cogent Business & Management, 4, Article ID: 1360031. https://doi.org/10.1080/23311975.2017.1360031
[79]
Macarthy, A. (2021). 500 Social Media Marketing Tips: Essential Advice, Hints, and Strategy for Business: Facebook, Twitter, Pinterest, Google , YouTube, Instagram, LinkedIn, and More.
[80]
Mahoney, L. M., & Tang, T. (2024). Strategic Social Media: From Marketing to Social Change. John Wiley & Sons.
[81]
Malodia, S., Dhir, A., Bilgihan, A., Sinha, P., & Tikoo, T. (2022). Meme Marketing: How Can Marketers Drive Better Engagement Using Viral Memes? Psychology & Marketing, 39, 1775-1801. https://doi.org/10.1002/mar.21702
[82]
Marsh, P. (2012). The New Industrial Revolution: Consumers, Globalization and the End of Mass Production. Yale University Press.
[83]
McMullan, R., & Gilmore, A. (2008). Customer Loyalty: An Empirical Study. European Journal of Marketing, 42, 1084-1094. https://doi.org/10.1108/03090560810891154
[84]
Mehrabian, A., & Russell, J. A. (1974). An Approach to Environmental Psychology. The MIT Press.
[85]
Mitchell, C., & Imrie, B. C. (2011). Consumer Tribes: Membership, Consumption and Building Loyalty. Asia Pacific Journal of Marketing and Logistics, 23, 39-56. https://doi.org/10.1108/13555851111099989
[86]
Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58, 20-38. https://doi.org/10.1177/002224299405800302
[87]
Muniesa, R. L., & Giménez, C. G. (2020). The Importance of the Loyalty of Fashion Brands through Digital Marketing. Journal of Spatial and Organizational Dynamics, 8, 230-243.
[88]
Mutum, D., Ghazali, E. M., Nguyen, B., & Arnott, D. (2014). Online Loyalty and Its Interaction with Switching Barriers. Journal of Retailing and Consumer Services, 21, 942-949. https://doi.org/10.1016/j.jretconser.2014.08.012
[89]
Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17, 460-469. https://doi.org/10.1177/002224378001700405
[90]
Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63, 33-44. https://doi.org/10.1177/00222429990634s105
[91]
Palle, R. R. (2021). Discuss the Role of Data Analytics in Extracting Meaningful Insights from Social Media Data and Influencing Marketing Strategies and User Engagement. Journal of Artificial Intelligence and Machine Learning in Management, 5, 64-69.
[92]
Parris, D. L., & Guzman, F. (2023). Evolving Brand Boundaries and Expectations: Looking Back on Brand Equity, Brand Loyalty, and Brand Image Research to Move Forward. Journal of Product & Brand Management, 32, 191-234. https://doi.org/10.1108/JPBM-06-2021-3528
[93]
Perugini, M., & Bagozzi, R. P. (2001). The Role of Desires and Anticipated Emotions in Goal-Directed Behaviours: Broadening and Deepening the Theory of Planned Behaviour. British Journal of Social Psychology, 40, 79-98. https://doi.org/10.1348/014466601164704
[94]
Raïes, K., & Gavard-Perret, M.-L. (2011). Brand Loyalty Intention among Members of a Virtual Brand Community: The Dual Role of Commitment. Recherche et Applications En Marketing (English Edition), 26, 23-41. https://doi.org/10.1177/205157071102600302
[95]
Ramanathan, U., Subramanian, N., & Parrott, G. (2017). Role of Social Media in Retail Network Operations and Marketing to Enhance Customer Satisfaction. International Journal of Operations & Production Management, 37, 105-123. https://doi.org/10.1108/IJOPM-03-2015-0153
[96]
Rapp, A., Beitelspacher, L. S., Grewal, D., & Hughes, D. E. (2013). Understanding Social Media Effects across Seller, Retailer, and Consumer Interactions. Journal of the Academy of Marketing Science, 41, 547-566. https://doi.org/10.1007/s11747-013-0326-9
[97]
Rather, R. A., Tehseen, S., Itoo, M. H., & Parrey, S. H. (2021). Customer Brand Identification, Affective Commitment, Customer Satisfaction, and Brand Trust as Antecedents of Customer Behavioral Intention of Loyalty: An Empirical Study in the Hospitality Sector. In S. K. Dixit, K.-H. Lee, & P. T. Loo (Eds.), Consumer Behavior in Hospitality and Tourism (pp. 44-65). Routledge. https://doi.org/10.4324/9781003181071-4
[98]
Rawis, S. O., Nasution, R. A., Hadiansyah, L. S., Adiani, W., & Aprianingsih, A. (2022). Systematic Literature Review of Switching Behavior in Service Industry. Binus Business Review, 13, 1-17. https://doi.org/10.21512/bbr.v13i1.7618
[99]
Roth, M. S. (1995). The Effects of Culture and Socioeconomics on the Performance of Global Brand Image Strategies. Journal of Marketing Research, 32, 163-175. https://doi.org/10.1177/002224379503200204
[100]
Sabel, C., & Zeitlin, J. (1985). Historical Alternatives to Mass Production: Politics, Markets, and Technology in Nineteenth-Century Industrialization. Past & Present,108, 133-176. https://doi.org/10.1093/past/108.1.133
[101]
Severi, E., Ling, K. C., & Nasermoadeli, A. (2014). The Impacts of Electronic Word of Mouth on Brand Equity in the Context of Social Media. International Journal of Business and Management, 9, 84-96. https://doi.org/10.5539/ijbm.v9n8p84
[102]
Shahbaznezhad, H., Dolan, R., & Rashidirad, M. (2021). The Role of Social Media Content Format and Platform in Users’ Engagement Behavior. Journal of Interactive Marketing, 53, 47-65. https://doi.org/10.1016/j.intmar.2020.05.001
[103]
Sherry, J. F. Jr. (1983). Gift Giving in Anthropological Perspective. Journal of Consumer Research, 10, 157-168. https://doi.org/10.1086/208956
[104]
Sheth, J. N., & Parvatiyar, A. (1995). The Evolution of Relationship Marketing. International Business Review, 4, 397-418. https://doi.org/10.1016/0969-5931(95)00018-6
[105]
Shin, S. K. S., Amenuvor, F. E., Basilisco, R., & Owusu-Antwi, K. (2019). Brand Trust and Brand Loyalty: A Moderation and Mediation Perspective.
[106]
Sihvola, E. (2022). Consumer Brand Engagement in Social Media: What Kind of Social Media Communication Influences Consumer Brand Engagement and Purchase Intentions?
[107]
Somnaikubun, M. Y., Tumbuan, W. J., & Arie, F. V. (2020). The Influence of Switching Barriers and Inertia on Customer Loyalty of Maybelline Beauty Product. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 8, 212-221.
[108]
Sproles, G., & Kendall, El. (1986). A Methodology for Profiling Consumers’ Decision-Making Styles. Journal of Consumer Affairs, 20, 267-279. https://doi.org/10.1111/j.1745-6606.1986.tb00382.x
[109]
Stahl, F., Heitmann, M., Lehmann, D. R., & Neslin, S. A. (2012). The Impact of Brand Equity on Customer Acquisition, Retention, and Profit Margin. Journal of Marketing, 76, 44-63. https://doi.org/10.1509/jm.10.0522
[110]
Sweeney, J., Payne, A., Frow, P., & Liu, D. (2020). Customer Advocacy: A Distinctive Form of Word of Mouth. Journal of Service Research, 23, 139-155. https://doi.org/10.1177/1094670519900541
[111]
Taj, S. A. (2016). Application of Signaling Theory in Management Research: Addressing Major Gaps in Theory. European Management Journal, 34, 338-348. https://doi.org/10.1016/j.emj.2016.02.001
[112]
Tajfel, H., & Turner, J. C. (1979). An Integrative Theory of Intergroup Conflict. In The Social Psychology of Intergroup Relations (pp. 33-47). Brooks/Cole.
[113]
Tajfel, H., & Turner, J. C. (1986). The Social Identity Theory of Intergroup Behavior. In S. Worchel, & W. G. Austin (Eds.), Psychology of Intergroup Relations (2nd ed., pp. 7-23). Nelson-Hall.
[114]
Tarabasz, A. (2024). The Impact of Digital on Marketing Strategy. In P. B. Pires, J. D. Santos, & I. V. Pereira (Eds.), Digital Marketing: Analyzing Its Transversal Impact (pp. 21-37). CRC Press. https://doi.org/10.1201/9781003384960-3
[115]
Tsimonis, G., & Dimitriadis, S. (2014). Brand Strategies in Social Media. Marketing Intelligence & Planning, 32, 328-344. https://doi.org/10.1108/MIP-04-2013-0056
[116]
Turow, J. (2019). Media Today: Mass Communication in a Converging World. Routledge. https://doi.org/10.4324/9780429489235
[117]
Turri, A. M., Smith, K. H., & Kemp, E. (2013). Developing Affective Brand Commitment through Social Media. Journal of Electronic Commerce Research, 14, 201-214.
[118]
Tuten, T. L. (2008). Advertising 2.0: Social Media Marketing in a Web 2.0 World. Praeger. https://doi.org/10.5040/9798400607264
[119]
Wicklund, R. A., & Gollwitzer, P. M. (1981). Symbolic Self-Completion, Attempted Influence, and Self-Deprecation. Basic and Applied Social Psychology, 2, 89-114. https://doi.org/10.1207/s15324834basp0202_2
[120]
Winter, S., Maslowska, E., & Vos, A. L. (2021). The Effects of Trait-Based Personalization in Social Media Advertising. Computers in Human Behavior, 114, Article ID: 106525. https://doi.org/10.1016/j.chb.2020.106525
[121]
Yanamandram, V., & White, L. (2006). Switching Barriers in Business-to-Business Services: A Qualitative Study. International Journal of Service Industry Management, 17, 158-192. https://doi.org/10.1108/09564230610656980
[122]
Yousaf, A., Amin, I., & Gupta, A. (2017). Conceptualizing Tourist-Based Brand-Equity Pyramid: An Application of Keller Brand Pyramid Model to Destinations. Tourism and Hospitality Management, 23, 119-137. https://doi.org/10.20867/thm.23.1.1
[123]
Zhang, C. B., & Li, Y. (2019). How Social Media Usage Influences B2B Customer Loyalty: Roles of Trust and Purchase Risk. Journal of Business and Industrial Marketing, 34, 1420-1433. https://doi.org/10.1108/JBIM-07-2018-0211
[124]
Zheng, X., Cheung, C. M., Lee, M. K., & Liang, L. (2015). Building Brand Loyalty through User Engagement in Online Brand Communities on Social Networking Sites. Information Technology & People, 28, 90-106. https://doi.org/10.1108/ITP-08-2013-0144
