Impact of Brand Awareness and Social Media Content Marketing on Brand Loyalty: The Mediating Role of Brand Trust
Keywords:Brand Awareness, Social Media Content Marketing, Brand Trust, Brand Loyalty
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.
How to Cite
Copyright (c) 2022 Muhammad Umair Ashrafa, Sajjad Nawaz khanb, Akber Ali Ansaric
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.