The Impact of Stiamuli Associated with the Brand on Brand Loyalty in Social Media

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YAVARIGOHAR FATEMEH; Koraghli Marzieh

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Journal: Tourism Management Studies Year:2019 | Volume:14 | Issue:46 Page(s): 47-77

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Information Journal Paper

Title

The Impact of Stiamuli Associated with the Brand on Brand Loyalty in Social Media

Author(s)

YAVARIGOHAR FATEMEH | Koraghli Marzieh | Issue Writer Certificate

Keywords

Stimuli Associated with the BrandQ1

Brand loyaltyQ2

Brand EngagementQ1

Social MediaQ1

Abstract

In recent years, there has been a widespread discussion about the activities of brands in Social Media. Social Media with their applications and increasing popularity, help companies to enhance customer engagement. The purpose of this research is to examine the impact of Stimuli Associated with the Brand on Brand loyalty in Social Media by considering the mediating role of Brand Engagement in Eligasht Travel Company. In terms of the purpose, this is an applied research and in terms of the research method, this is a descriptive survey. The statistical population includes all those who have used the services of the Eligasht Company and visited the company's Instagram page. The sample size is 211 Eligasht’ s customers. The Smart PLS 2. 0 software was used to analyze the data. The findings showed that brand-related stimuli had a direct and significant effect on Brand loyalty. Also, the effect of the mediating variable on brand interaction was proved by the Sobel test with the severity of 2. 12.

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APA: Copy

YAVARIGOHAR, FATEMEH, & Koraghli, Marzieh. (2019). The Impact of Stiamuli Associated with the Brand on Brand Loyalty in Social Media. TOURISM MANAGEMENT STUDIES (TOURISM STUDIES), 14(46 ), 47-77. SID. https://sid.ir/paper/202659/en

Vancouver: Copy

YAVARIGOHAR FATEMEH, Koraghli Marzieh. The Impact of Stiamuli Associated with the Brand on Brand Loyalty in Social Media. TOURISM MANAGEMENT STUDIES (TOURISM STUDIES)[Internet]. 2019;14(46 ):47-77. Available from: https://sid.ir/paper/202659/en

IEEE: Copy

FATEMEH YAVARIGOHAR, and Marzieh Koraghli, “The Impact of Stiamuli Associated with the Brand on Brand Loyalty in Social Media,” TOURISM MANAGEMENT STUDIES (TOURISM STUDIES), vol. 14, no. 46 , pp. 47–77, 2019, [Online]. Available: https://sid.ir/paper/202659/en

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