The Relationship Between Social Media Marketing Efforts and Loyalty:The Role of Customer Brand Engagement and Variety-seeking

• Main Authors: LIN, KE-HUI, 林柯慧
• Other Authors: LIN, SHAO-LUNG
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/xuhk8z

碩士 === 中國文化大學 === 國際貿易學系 === 107 === The purpose of this study is to explore the relationship among social media marketing efforts, consumer brand engagement, consumer loyalty and variety-seeking. We administered surveys via the internet to collect data from 318 consumers who use a social media to follow beauty or sport brands. The results show that: (1) social media marketing efforts (SMME) positively affects consumer brand engagement(CBE) ; (2) CBE positively affects consumer loyalty; (3) SMME positively affects consumer loyalty; (4) the positive effects of SMME on consumer loyalty is mediated by CBE; (5) for consumers with high (low) variety seeking, the effects of SMME on CBE is stronger (weaker). This study dis-cusses the implication for the theory and practices.