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This study investigates the impact of social media marketing on brand loyalty in the fashion industry by examining the mediating role of brand love.Data was collected through a survey of 532 social media users of fashion brands.The results indicate that customization, trendiness, and interaction positively influence brand love, whereas entertainment does not demonstrate a significant effect.Further, brand love strongly impacts fashion brand loyalty.Additionally, brand love partially mediates the relationships between customization, trendiness, interaction, and brand loyalty.The research provides novel evidence regarding how key aspects of social media marketing shape emotional bonding with fashion brands, leading to loyal consumer behaviors.
Thi et al. (2024) studied this question.