The Influence Of Social Media Attachment And Brand Identification On Brand Loyalty By Mediation Of Brand Love And Moderation Of Self-Esteem Study On The Indonesian Manufacturing Industry
DOI:
https://doi.org/10.55227/ijhess.v3i5.971Keywords:
Social Media Attachment, Brand Identification, Brand Love, Self-Esteem, Brand Loyalty.Abstract
This research aims to analyze the influence of social media attachment and brand identification on brand love and brand loyalty. The research design used hypothesis testing, using a questionnaire given to 313 respondents. This research was conducted in February 2023 with respondents who were social media users: Facebook, Instagram, Tiktok and Twitter. Data analysis using SPSS and AMOS software. Results: there is a positive and significant influence of consumer-brand identification on brand love, there is a positive and significant influence of social media attachment on brand love, there is a positive and significant influence of brand love on brand loyalty, there is a positive and significant influence of consumer-brand identification on brand loyalty, there is a positive and significant influence of social media attachment on brand loyalty, there is a positive and significant influence of consumer-brand identification on brand loyalty which is mediated by brand love. There is a positive and significant influence of social media attachment on brand loyalty which is mediated by brand love and there is a negative and significant influence of brand love on brand loyalty which is moderated by self-esteem. This research has limitations, quantitative with a survey method and the data collection process took short time with a limited number of respondents, limited to the isotonic drink category, and the market share in Indonesia currently dominated by one particular brand, therefore the source of respondents was also predominantly obtained from consumers of one brand.
References
Albert, N. & Merunka, D. (2013). The roles of brands love in consumer-brand relationships. Journal of Consumer Marketing, Vol. 30 No. 3, pp. 258-266.
Alnawas, I. & Altarifi, S. (2016). Exploring the roles of brand identification and brands love in generating higher levels of brand loyalty. Journal of Vacations marketing, Vol. 22 No. 2, pp. 111-128.
Ayaydin, H., & Baltaci, N. (2013). Targeting millennials in an emerging market: A qualitative study on the value systems of Generation Y in Turkey. European Journal of Research on Educational Human Resource Management, 94-99.
Bagozzi et al., 2017).
Bento, M., Martinez, L. & Martinez, L. (2018). Brand engagement and search for brands on social media: comparing generations X and Y in Portugal. Journal of Retailing and Consumer Services, Vol. 43, pp. 234-241.
Bolton, R., Parasuraman, A., Hoefnagels, A., Migchels, N., Kabadayi, S., Gruber, T., Loureiro, Y. & Solnet, D. (2013). Understanding generations Y and their use of social media: a review and research agenda. Journal of Service Management, Vol. 24 No. 3, pp. 245-267.
Carroll, B. & Ahuvia, A. (2006). Some antecedents and outcomes of brand love. Marketing Letters, Vol. 17 No. 2, pp. 79-89.
D'Arienzo, M. C., Boursier, V., & Griffiths, M. D. (2019). Addiction to Social Media and Attachment Styles: A Systematic Literature Review. International Journal of Mental Health and Addiction, 17:1094–1118.
Delgado-Ballester, E. & Sabiote, E. (2015). Brand experiential value versus brand functional value: which matters more for the brand? European Journal of Marketing, Vol. 49 Nos 11/12, pp. 1857-1879.
Ding, C. & Tseng, T. (2015). On the relationships among brand experience, hedonic emotions, and brand equity. European Journal of Marketing, Vol. 49 Nos. 7/8, pp. 994-1015.
Fernandes, T., & Inverneiro, I. (2019). From fandom to fad: are millennials truly engaged with and loyal to their loved ones brands on social media? Journal of Product & Brand Management, Emerald Publishing. DOI 10.1108/JPBM-02-2019-2262
Hayes, M., van Stolk-Cooke, K. & Muench, F. (2015). Understanding Facebook use and the psychology affects of use across generations. Computers in Human Behavior, Vol. 49, pp. 507-511.
Jibril, AB, Kwarteng, MA, Chovancova, M., & Pilik, M. (2019). The impact of social media on consumer-brand loyalty: A mediating role of online based-brand communities. Cogent Business & Management, 6:1.
Kandampully, J., Zhang, T. & Bilgihan, A. (2015). Customer loyalty: a review and future directions with a special focus on the hospitality industry. International Journal of Contemporary Hospitality Management, Vol. 27 No. 3, pp. 379-414.
Karjaluoto, H., Munnukka, J. & Kiuru, K. (2016). Brand love and positive word of mouth: the moderating effects of experience and price. Journal of Product & Brand Management, Vol. 25 No. 6, pp. 527-537.
Khamitov, M., Wang, X. & Thomson, M. (2019). How well do consumer-brand relationships drive customer brand loyalty? Generalizations from a meta-analysis of brand relationship elasticities. Journal of Consumer Research, Vol. 46 No. 3, pp. 435-459.
Koay, KY, Ong, DLT, Khoo, KL & Yeoh, HJ (2020). Perceived social media marketing activities and consumer-based brand equity: testing a moderated mediation model. Asia Pacific Journal of Marketing and Logistics, Vol. 33 No. 1, pp. 53-72.
Le, M.T. (2020). The Impact of Brand Love on Brand Loyalty: The Moderating Role of Self-. Spanish Journal of Marketing. 3
Leckie, C., Nyadzayo, M. & Johnson, L. (2016). Antecedents of consumer brand engagement and brand loyalty. Journal of Marketing Management, Vol. 32 Nos 5/6, pp. 558-578.
Lim, J., Pham, P. & Heinrichs, J. (2020). Impact of social media activity outcomes on brand equity. Journal of Products & Brand Management, doi: 10.1108/JPBM-03-2019-2298 .
Lissitsa, S. & Kol, O. (2016). Generation X vs generations Y - a decade of online shopping. Journal of Retailing and Consumer Services, Vol. 31, pp. 304-312.
Lu, J. & Xu, Y. (2015). Chinese young consumers' brand loyalty toward sportswear products: a perspective of self-congruity. Journal of Products & Brand Management, Vol. 24 No. 4, pp. 365-376.
Ordun, G. (2015). Millennial (Gen Y) Consumer Behavior Their Shopping Preferences and Perceptual Maps Associated With Brand Loyalty. Canadian Social Science, 11(4), 116.
Petrescu, M., Dobre, C. & Milovan-Ciuta, A. (2018). Social bonds and millennial consumers' activity in social networks. International Journal of Internet Marketing and Advertising, Vol. 12 No. 3, pp. 290-304.
Rissanen, H. & Luoma-Aho, V. (2016). Unwilling to engage? First looks at the engagement types of millennials. corporate communications. Corporate Communications: An International Journal, Vol. 21 No. 4, pp. 500-515.
Roy, S., Eshghi, A. & Sarkar, A. (2013). Antecedents and consequences of brands love. Journal of Brand Management, Vol. 20 No. 4, pp. 325-332.
Ruane, L. & Wallace, E. (2015). Brand tribalism and self-expressiveness brands: social influences and brands outcomes. Journal of Product & Brand Management, Vol. 24 No. 4, pp. 333-348.
Salem, F.H., Tarofder, AK, Musah, A.A., & Chaichi, K. (2019). Brand Love Impact on the Social Media and Stages of Brand Loyalty. Journal of Management Studies · December 2019 DOI: 10.17512/pjms.2019.20.1.33
Soares, R., Zhang, T., Proença, J. & Kandampully, J. (2017). Why are generation Y consumers the most likely to complain and repurchase? Journal of Service Management, Vol. 28 No. 3, pp. 520-540.
Varnali, K., & Toker, A. (2015). Self-disclosure on social networking sites. Social Behavior and Personality: An international journal, 43 (1), 1-14.
Wallace, E., Buil, I. & deChernatony, L. (2017). Consumers' self-congruence with a “liked” brand: cognitive network influence and brand outcomes. European Journal of Marketing, Vol. 51 No. 2, pp. 367-390.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Guntur Salim, Willy Arafah, Robert Kristaung
This work is licensed under a Creative Commons Attribution 4.0 International License.