The Impact of Social Media Marketing Activities on the Brand Loyalty, Considering the Mediation Effect of Materialism and Conspicuous Consumption Behavior

Subject Areas : Production Management

Mohammadhossein Daneshvar ¹ , Seyedhadi Eslamian shiraz ² , Mina Alyari Gargari ³

1 - Department of Management, University College of Nabi Akram, Tabriz, Iran
2 - Departement of Management, University College of Nabi Akram, Tabriz, İran
3 - Master of Business Management - International Business, University College of Nabi Akram, Tabriz, Iran

Received: 2022-05-10 Accepted : 2022-07-09 Published : 2022-02-20

Keywords: brand loyalty, materialism, Social media marketing, Conspicuous Consumption Behavior,

Abstract :

The purpose of this research is to investigate the impact of social media marketing activities on the brand loyalty, considering the mediation effect of materialism and conspicuous consumption behavior. This research is an applicable in terms of its purpose, and descriptive-survey research in terms of its nature. The statistical population of this research was 384 active social media users, and the data were collected by non-random available method using online and in-person questionnaire tools and finally analyzed by Structural Equation Modeling using AMOS.24 software. The findings of this research indicated that the social media marketing has a positive effect on brand loyalty, materialism, and conspicuous consumption behavior. Conspicuous consumption behavior has a positive impact on brand loyalty and mediate the relationship between social media marketing activities and brand loyalty. Furthermore, conspicuous consumption behavior mediates the relationship between materialism and brand loyalty. According to the findings, people who have the characteristic of materialism and conspicuous consumption behavior can use social media interact with other people and share their views and information about the brand. This leads to a sense of belonging to the brand and ultimately increases brand loyalty.