Paper Title :The Impact of Social Media Activities on Brand Image, Emotional Attachment, and Brand Loyalty

Author :Sobari Fadillah, Ilham Ali Noor, Kurniawati

Article Citation :Sobari Fadillah ,Ilham Ali Noor ,Kurniawati , (2023 ) " The Impact of Social Media Activities on Brand Image, Emotional Attachment, and Brand Loyalty " , International Journal of Management and Applied Science (IJMAS) , pp. 52-60, Volume-9,Issue-3

Abstract : The purpose of study this for lyse influence of social media interactivity on the perception consumer of brand image, to analyze the relationship of social media interactivity to brand commitment, social media benefits to brand image, social media benefits to brand commitment, social media rewards to brand image, social media rewards to brand commitment, brand image to emotional attachment, brand commitment to emotional attachment, and emotional attachment to brand loyalty. Method study using non-probability sampling with purposive sampling technique where the unit of analysis is customers who use travel services through the application. Method analysis study this is a structural equation model (SEM) using AMOS. Research results confirm that the study of social media activity, how social media interactivity, social media benefits, and social media rewards impact image brand and commitment brand, which in turn impact the engagement of emotional tourists. Implications managerial study is influenced by social media activities that provide proof from results affect image brand and commitment brand on attachment emotional traveler in context trip. Keywords - Social Media Interactivity, Social Media Benefits, Social Media Rewards, Brand Image, Brand Commitment, Emotional Attachment, Brand Loyalty

Type : Research paper

Published : Volume-9,Issue-3

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