The impact of trust in social media marketing on brand loyalty: a study of consumer brands of ACI Limited

Abstract

Social media platforms have become increasingly important for marketing strategies. Now, companies are able to communicate and engage with potential and actual customers in new and innovative ways with the assistance of this new technology. This study investigates the impact of brand trust and social media marketing (SMM) activities of Consumer Brands of ACI Limited on brand loyalty. The author analyzed gathered data using structural equation modeling based on an online survey of 67 individuals who follow various consumer brands of ACI Limited on social media. The findings showed that the only three dimensions included in SMM activities are customization, word-of-mouth, and trendiness. These social media marketing characteristics directly impact brand loyalty via brand trust.