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The ways in which consumers behave in terms of consumption have been subtly but dramatically changed by social media marketing.However, there is a lack of research regarding the factors that influence consumers' continuous purchase patterns within the sports brand business.Social media marketing is seen as an influential technique for customer retention, but there is a paucity of understanding regarding these factors.Through the utilization of the brand resonance model, the primary objective of this study is to evaluate the impact of social media marketing on brand loyalty in sports brand industry.Employing Smart PLS (Partial Least Square), data derived from 428 consumers of sports brands in China.The results reveal a statistically significant and positive impact of social media marketing (β=0.189,P-value=.000),brand image (β=0.255,P-value=.000),brand awareness (β=0.241,P-value=.000),and perceived value (β=0.292,P-value=.000)on brand loyalty.All 10 hypotheses investigated were substantiated, signifying that brand image (β=0.134,P-value=.000),brand awareness (β=0.151,P-value=.000),and perceived value (β=0.180,P-value=.000)as mediating factors in the correlation between social media marketing and brand loyalty.The outcomes of this study provide substantial endorsement for the brand resonance model, underscoring the essential roles of brand image, brand awareness, and perceived value in fostering user revisits and maintaining their engagement on social media platforms within the context of sports brands.
Wang et al. (Thu,) studied this question.