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October 5, 2025Journal of Enterprise and DevelopmentOpen Access

Social Media Marketing and Brand Loyalty in the Indonesian Fashion Market: Mediating Role of Consumer Brand Engagement and Brand Awareness

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Authors

RCRenny ChristiariniNNNatalya NatalyaLPLily Purwianti

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Overview

Quantitative analysis reveals social media marketing boosts brand loyalty in fashion brands, highlighting brand awareness and engagement as mediators.

Key Points

  • Brand loyalty significantly improves with effective social media marketing strategies that enhance engagement and awareness.
  • Entertainment, interaction, and electronic word-of-mouth (eWOM) have direct effects on consumer brand engagement and brand awareness.
  • Data from a survey of 311 active social media users supports the claim of strong mediating effects on brand loyalty.
  • Enhanced brand engagement leads to increased emotional connections, indicating that digital strategies can attract repeat customers.

Cite This Study

Christiarini et al. (2025) studied this question.

synapsesocial.com/papers/68e24e59d6d66a53c2472ffahttps://doi.org/10.20414/jed.v7i3.14386
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