Impact of Brand Awareness and Social Media Content Marketing on Brand Loyalty: The Mediating Role of Brand Trust

Abstract

This study shows the explanatory research of brand loyalty in consumer that most likely to purchase brand. The primary purpose of this study is to analyses the relationship between brand awareness, social media content marketing, mediating role of brand trust and brand loyalty. The study population is Pakistan's customer that can afford brands and have interest of buying new textile brands. Data was collected from 231 consumers. Smart P.L.S was used to determine statistical measurements whether the hypothesis were accepted. The result supported all hypothesis on basis of T-statistics and P-value of this study, discovered that brand awareness, social media content marketing and brand trust as mediator have positive effect on brand loyalty. The result confirmed that brand awareness, social media content marketing and brand trust as mediator effect on brand loyalty in brand purchasing customers. It is hoped that the outcome of this study can be used as guidance for companies to work on consumer preferences and sustainability.
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