E3S Web Conf.
Volume 214, 20202020 International Conference on Energy Big Data and Low-carbon Development Management (EBLDM 2020)
|Number of page(s)||6|
|Section||Big Data Analysis Application and Energy Consumption Research|
|Published online||07 December 2020|
Improving Brand Loyalty Through Social Media Marketing: Is It Possible? An empirical study of S-O-R paradigm
1 College of Innovation Management Suan Sunandha Rajabhat University Bangkok, Thailand
2 Faculty of Social Science University of Macau Macau, China
In this study, a questionnaire survey was conducted by the consumers who purchasing Huawei mobile phones in China under the social media environment as the test subjects. At present, research on self-congruence with brands is still centered offline, so this research aims to broaden the scope of the self- concept exploration to consider the role of self-congruence with brands in the network, besides, to explore that how social media marketing affects the brand loyalty of customers, and whether it will be affected by self-congruence. At the same time, based on the S-O-R theory, a research framework containing six hypotheses was proposed through this study. All hypotheses were supported after data analysis by using SPSS 25, nevertheless, management implications were proposed based on the research conclusions.
© The Authors, published by EDP Sciences, 2020
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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