Pregled bibliografske jedinice broj: 1261454
The influence of perceived social media marketing activities on brand loyalyty - SEM aproach
The influence of perceived social media marketing activities on brand loyalyty - SEM aproach // Economic and Social Development 58th International Scientific Conference on Economic and Social Development / Komlosi, L. ; Kelle, P. ; Djukec, D. (ur.).
Budimpešta: VADEA ; Sveučilište Sjever, 2020. str. 339-350 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
CROSBI ID: 1261454 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
The influence of perceived social media marketing
activities on brand loyalyty - SEM aproach
Autori
Gerić, Ivana ; Dobrinić, Damir
Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni
Izvornik
Economic and Social Development 58th International Scientific Conference on Economic and Social Development
/ Komlosi, L. ; Kelle, P. ; Djukec, D. - Budimpešta : VADEA ; Sveučilište Sjever, 2020, 339-350
Skup
58th International Scientific Conference on Economic and Social Development 2020
Mjesto i datum
Budimpešta, Mađarska, 04.09.2020. - 05.09.2020
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
brand consciousness ; brand loyalty ; customers ; social media marketing ; value consciousness
(oyalty ; customers ; social media marketing ; value consciousness)
Sažetak
This research aims to investigate the impact of social networks marketing activities on brand loyalty, value consciousness, and brand consciousness. In addition to this primary goal, the direct impact of value consciousness and brand consciousness on brand loyalty was also investigated. Based on previous research, a conceptual model was made, and hypotheses were formed. The structural equation modeling method using the SPSS AMOS 26 software package was used to test the models and hypotheses. Data for the implementation of the research were collected through an online survey. An online survey was conducted in the Republic of Croatia. During the survey period, five hundred and thirty-five (535) questionnaires were collected. Empirical research shows a statistically significant positive association of social media marketing activities with value consciousness, brand consciousness, and brand loyalty. A negative correlation was found between value consciousness and brand loyalty and a positive correlation between brand consciousness and brand loyalty. In addition to the scientific contribution, the results can help marketing experts in the formation and implementation of marketing activities on social networks.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
Citiraj ovu publikaciju:
Časopis indeksira:
- HeinOnline
