The Effects of Perceived Value on Omnipresent Self-Brand Connection and Brand Loyalty in Mobile-based SNS Environments

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Key Points

This research investigates how perceived value influences self-brand connection and brand loyalty within mobile SNS environments.
Analysis of perceived informational, emotional, and relational values on self-brand connection.
Use of covariance structure modeling to analyze empirical data regarding brand loyalty.
Examination of moderation effects based on mobile SNS purchasing experiences.
Perceived informational, emotional, and relational values significantly affect self-brand connection (p<0.01).
Self-brand connection enhances brand loyalty among consumers, with varying effects based on purchasing experience.
High experience group shows greater impact of relational value on self-brand connection compared to low experience group.

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Examines perceived value's influence on self-brand connection and brand loyalty in mobile SNS users, suggesting tailored marketing strategies.

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Thae-Min Lee (2025) studied this question.

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