The influence of social media marketing on brand loyalty in the South African retail sector

Abstract

In the contemporary landscape, characterized by the burgeoning influence of social media, this research aims to rigorously examine the effects of social media marketing activities on brand loyalty within the grocery retail sector of South Africa. The study extends beyond a simple analysis of this relationship by exploring the critical function of brand trust as a mediating variable between social media marketing efforts and the development of brand loyalty. From a methodological perspective, the research utilized online surveys conducted via the Qualtrics platform to collect data, focusing on capturing the intricate dynamics that shape consumer perceptions in social media. The target demographic was comprised of individuals who follow leading grocery retailers in South Africa on social media platforms. The study adopted a comprehensive analytical approach, employing descriptive statistics, correlation analysis, confirmatory factor analysis, and structural equation modeling for multiple regression analysis. This multifaceted methodology facilitated a thorough examination of the identified variables. Key findings underscore the significant role of brand trust in bridging the impact of social media marketing on brand loyalty. Additionally, the research identified that certain aspects of social media marketing are more influential in shaping brand loyalty than others. By concentrating on the interplay between social media, brand trust, and brand loyalty, the research provides a deeper insight into the intricate network of factors influencing consumer perceptions in South Africa's grocery retail sector. The insights garnered from this study are intended to benefit both academic circles and industry practitioners, offering them valuable knowledge and practical strategies to enhance brand loyalty through effective social media marketing initiatives