ISSN: 2222-6990
Open access
With the rapid development of new media, its potential mediating role between consumer value perception and brand loyalty has attracted the attention of scholars. Therefore, this paper aims to explore the mediating effect of new media user satisfaction between value perception and brand loyalty. Starting from the perspective of literature review, this study deeply investigates the concepts, theories and research controversies of new media, user satisfaction, value perception and brand loyalty. A large number of studies have shown that these four factors have multiple interactions and influences, and the use of new media has a significant impact on users' value perception and brand loyalty, which is embodied in many aspects and is also affected by user satisfaction. Based on the results of literature review, we have constructed a conceptual framework as a guiding principle for the research on the mediating effect of new media user satisfaction between value perception and brand loyalty. The conceptual framework clarifies the relationship between each factor and provides a basis for the design of subsequent empirical research methods. Further, we use quantitative research methods, select a large number of new media users as research objects, and apply structural equation models for data analysis. The data results show that the satisfaction of new media users indeed plays a significant mediating role between value perception and brand loyalty, which not only confirms our conceptual framework, but also provides empirical evidence for the operation of new media and brand marketing. This result's possible theoretical basis and application scenarios, including the application of new media, strategies for maintaining user satisfaction, possible ways to enhance brand loyalty, etc., are fully discussed, hoping to provide references for related enterprises and scholars. The conclusion summarizes the main research results of the paper, pointing out that new media user satisfaction plays an important mediating role between value perception and brand loyalty, and proposes future research directions. Future research should pay more attention to other possible influencing factors, as well as the differences of this mediating effect in different new media environments. To sum up, this paper explores the mediating effect of new media user satisfaction between perceived value and brand loyalty from both theoretical and empirical perspectives, providing a new angle to understand the relationship between new media, user satisfaction, value perception and brand loyalty, and providing valuable theoretical and practical references for new media operation and brand management.
Almohaimmeed, B. M. (2019). The effects of social media marketing antecedents on social media marketing, brand loyalty and purchase intention: A customer perspective. Journal of Business and Retail Management Research, 13(4), 335-367. https://doi.org/10.24052/JBRMR/V13IS04/ART-13
Amoako, G. K., Okpattah, B. K., & Arthur, E. (2019). The impact of social media marketing on brand equity-A perspective of the telecommunication industry in Ghana. Journal of Business and Retail Management Research, 13(3), 113-122.
https://doi.org/10.24052/JBRMR/V13IS03/ART-11
Anggara, A. K. D., & Ratnasari, R. T. (2022). Pengaruh Store Attribute terhadap Customer Experience dan Brand Loyalty. Jurnal Ekonomi Syariah Teori Dan Terapan, 9(3), 379-387. https://doi.org/10.20473/vol9iss20223pp379-387
Mirabent, B. J., & Caballero, X. (2023). Winning post strategies that generate engagement: A QCA approach. Intangible capital, 19(3), 415-433. https://doi.org/10.3926/ic.2267
Bowden, J., & Mirzaei, A. (2021). Consumer engagement within retail communication channels: an examination of online brand communities and digital content marketing initiatives. European Journal of Marketing, 55(5), 1411-1439.
https://doi.org/10.1108/EJM-01-2018-0007
Chuang, H. M., & Chen, C. I. (2023). The Role of Two-Way Influences on Sustaining Green Brand Engagement and Loyalty in Social Media. Sustainability, 15(2), 1291. https://doi.org/10.3390/su15021291
Fien, L. (2014). NFL Fans Response to Social Media Posts. Fisher digital publications.
Granata, G. (2019). Strategies and tools of social media marketing in the luxury fashion industry. Roma: Aracne Editrice.
Gummerus, J., Liljander, V., Weman, E., & Pihlström, M. (2012). Customer engagement in a Facebook brand community. Management Research Review, 35(9), 857-877. https://doi.org/10.1108/01409171211256578
Jha, B. (2014). Social media, brand community, user generated comments and brand loyalty: Study of Indian youth. Kirloskar Institute of Advanced Management Studies Pune, 16, 122-131. https://doi.org/10.9790/487X-16103122131
Kumaradeepan, V., Azam, F., & Tham, J. (2023). Factors Influencing of Social Media on Consumer Perception and Purchase Intention Towards Brand Loyalty: A Conceptual Paper. International Journal of Professional Business Review, 8(5), e01571-e01571. https://doi.org/10.26668/businessreview/2023.v8i5.1571
Li, S., & Li, J. (2014). Web and social media dynamics, and evolutionary and adaptive branding: theories and a hybrid intelligent model. WSEAS, 106-111. ISBN: 9789604743797
Mohsen, H., & Baki, H. A. E. (2021). Impact of electronic marketingtools, and electronic word of mouth on online purchase intention: empirical study on university students in tabuk. Journal of Contemporary Issues in Business and Government, 27, 526-568. https://doi.org/10.47750/cibg.2021.27.05.033
Muksininna, H. G., & Ratnasari, R. T. (2022). Persepsi Nilai Uang terhadap Niat Membeli Kosmetik Halal: Dimediasi Emotional Brand Attachment. Jurnal Ekonomi Syariah Teori Dan Terapan, 9(5), 617-627. https://doi.org/10.20473/vol9iss20225pp617-627
Nobre, P., Bilro, R. G., & Loureiro, S. M. C. (2019). The influence of cross-cultural effect on Kérastase (Loreal Group) consumer-brand relationship and engagement. 2019 Global Fashion Management Conference at Paris, 804-809.
https://doi.org/10.15444/GFMC2019.08.02
Ofori, P. P., Antwi, E. A., & OWUSU-ANSAH, K. A. (2021). The mediating effects of satisfaction and attitude on consumers’ intent toward adoption of social media healthcare information. Journal of Health and Social Sciences, 6(3), 391-402. https://doi.org/10.19204/2021/thmd5
Raja, M. A. S. (2020). Digital Integrated Marketing Communication (Dimc) and It's Logical Relationship with Co-Branding and Brand Values with Reference to Coke Studio. Academy of Marketing Studies Journal, 24(1), 1-21.
Rizq, S. R. P., & Muslichah, I. (2023). Intention to Buy Halal Cosmetics based on Social Media Activities, Brand Equity, and e-WOM. Jurnal Ekonomi Syariah Teori dan Terapan, 10(3), 249-261. https://doi.org/10.20473/vol10iss20233pp249-261
Viega, M. T., & Napitupulu, T. A. (2020). Impact analysis of experience on gamification marketing activities, social media marketing, and other factors toward brand loyalty in online marketplace application. Journal of Theoretical and Applied Information Technology, 98(20), 3180-3197. ISSN: 1992-8645
Wright, B., Borders, A. L., Schwager, P. H., & Nadler, S. S. (2015). Profile of Corporate Social Media Consumer Segments. Atlantic Marketing Association Proceedings.
(Ruan et al., 2024)
Ruan, Q., Abasa, W. A. B. W., & Hassana, A. R. Bin. (2024). Mediating Effect of New Media Users’ Satisfaction on the Relationship between Value Perception and Brand Loyalty. International Journal of Academic Research in Business and Social Sciences, 14(1), 1998–2035.
Copyright: © 2024 The Author(s)
Published by HRMARS (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode