This study aims to examine the mediating role of social media marketing effectiveness in the relationship between customer engagement dimensions (cognitive, emotional, behavioral, transactional, and social) and brand loyalty in the context of Amazon as a retail brand store. A quantitative approach was adopted, employing a survey-based method to collect data from 320 consumers who engage with Amazon as a retail brand store on social media platforms. Findings reveal positive effects of cognitive, emotional, transactional, and social engagement on brand loyalty and social media marketing effectiveness. However, behavioral engagement exhibited a negative impact. Social media marketing effectiveness positively influenced brand loyalty and mediated the relationships between customer engagement dimensions and brand loyalty. This study contributes to literature by challenging assumptions and providing insights into the interplay among customer engagement dimensions, social media marketing effectiveness, and brand loyalty. This offers brands the opportunity to promote and increase their awareness with the use of social media to interact with existing customer base that will boost loyalty in the long run. Only a few studies have examined social media marketing effectiveness as a mediator between customer engagement dimensions and brand loyalty. Therefore, this work endeavors to fill this gap by investigating consumer engagement, social media marketing and brand loyalty in an age when the internet plays an important role.

The aim of this research is to analyze the influence of social presence on brand loyalty through functional value resonance in automotive consumers. This is a quantitative research approach. The purpose of the study includes automotive consumers in North Sumatera, Indonesia. The sample selection method is non-probability sampling, which does not ensure that every member of the population is sampled equally. In this study, purposive sampling was used with 205 respondents. Data is analyzed using the Partial Least Squares (PLS) approach using SmartPLS. The results of this study show that social presence had a positive and significant effect on brand loyalty for SUV automotive consumers in Medan City. Functional value resonance positively and significantly affects brand loyalty for SUV automotive consumers. Brand loyalty is influenced favorably and significantly through functional value resonance in automotive SUV consumers. Increased resonance of functional values can be achieved by companies by giving the impression that causes echoes from users associated with the value of SUV functions, such as improving the quality of reliable engines and creating security features so that they do not compete with competitors.

This research aims to study the factors influencing customer retention of E-Marketplace businesses by applying the SOR theory and the mediating effect by examining the relationship between value perception, customer engagement, brand loyalty, and customer retention variables by creating a model based on the SOR theory to study the influence of environmental factors that will lead to customer retention mechanisms. The study focused on a sample group of 426 people who have used E-Marketplace services using an online questionnaire as a research tool. The model was analyzed using the CFA and the hypothesis was tested using the SEM analysis. The results showed that stimuli (S), such as customer value perception, had a strong positive influence and a crucial role in the development and creation of a mechanism for assessing individuals' internal feelings (O) on two variables, customer engagement, brand loyalty, and directly influence customer retention. Furthermore, significant evidence also showed that brand loyalty has an important role as a mediator between customer value perception and customer retention, which is the outcome factor (R) of this study. This structural model can explain customer engagement and retention up to 86.50 percent. Therefore, this research has value as a theory and guideline in formulating an operational strategy for E-Marketplace businesses.

This paper aims to analyze the most relevant direct-antecedents of brand loyalty in the chemical emulsion industry. The purpose of the study is to find the crucial antecedents for chemical buyers; therefore, the paper contributes to business practitioners in managing customer loyalty, particularly in the chemical emulsion industry. Some hypotheses are exercised to get the finding, and this research employs the SEM-Lisrel 8.70 software program to process a total of 140 samples from the field. The respondent's industries are varied, such as coating, paper, textile, wood panel, putty, printing, and furniture. The main finding is the buyer's concern with products, services, and satisfaction; rational quality aspects become a brand identity. Images and activities associated with the brand do not affect loyalty.

This paper aims to examine empirically the mediation role of customer satisfaction between service quality, customer perceived value, corporate social responsibility, and brand loyalty at Lebanese private universities. A survey was administered with 378 respondents. A judgmental sample of university students were selected. The framework was tested through structural equation modeling (SEM). The findings indicate that service quality and perceived value influence customer satisfaction while satisfaction fully mediates the relationship between perceived value and brand loyalty. Additionally, corporate social responsibility showed insignificant relationship with customer satisfaction and brand loyalty. This study proposed that marketers should focus on service quality, customer perceived value and customer satisfaction for increasing brand loyalty in adopting their strategies at Lebanese private universities.

In the hypercompetitive B2B market, branding strategy becomes a competitive advantage to sustain the business. Two common forms of brand evaluations are an evaluation by either the cognitive or affective aspect, and this paper focuses on the affective aspect, which concerns emotional factors. The paper analyzes two drivers corresponding to satisfaction - the brand association, reflected by brand image, and social bonds - and how strongly these both drivers influence satisfaction; hence sellers can anticipate future actions in order to keep business going. The finding confirms that the brand image has a stronger influence on satisfaction than social bonds; furthermore, customer satisfaction leads to brand loyalty.

The study investigates the impact of product quality and social media marketing on brand loyalty through customer satisfaction in the context of Japanese restaurants in Jakarta. Utilizing primary data from 203 respondents who frequented these restaurants, collected via questionnaires employing purposive sampling, the research employs partial least squares (PLS) analysis through SmartPLS 3.3.3 software. Results indicate direct positive relationships among variables. However, no direct positive relationship was found between product quality or social media marketing and brand loyalty. Instead, both product quality and social media marketing indirectly influence brand loyalty through customer satisfaction. The study highlights direct positive associations between product quality and customer satisfaction, social media marketing and customer satisfaction, and customer satisfaction and brand loyalty. Nevertheless, no direct positive link was found between product quality or social media marketing and brand loyalty. The indirect effects reveal that product quality affects brand loyalty through customer satisfaction and social media marketing influences brand loyalty through customer satisfaction as well. These findings underscore the significance of customer satisfaction as a mediator in the relationship between product quality, social media marketing, and brand loyalty in the hospitality industry.

The goal of this study is to evaluate the way digital marketing (DM) works in increasing customer satisfaction (CS) and brand loyalty (BL) at the Saudi Arabian Restaurants. The study uses 7 variables for analysis such as Service quality satisfaction (SQS) Digital engagement satisfaction (DES) Recommendation Likelihood (RL) Digital Promotions (DP) Online Presence Perception (OPP) Promotions Effectiveness (PE) Social Media Engagement (SME). Data from customers using digital media has been gathered through questionnaires. 410 respondents provided the data, which was then examined using SPSS and AMOS. The study will give management the knowledge they need to modify procedures and train employees in order to satisfy customers and promote BL. Future research can be done across several corporate sectors and cultural contexts. The premise for this study is provided by this paper, which also offers managers useful guidance regarding how to train employees to increase consumer satisfaction and BL.

This study investigated the impact of social media marketing on Garuda Indonesia's airline customers' brand equity (awareness, image, and loyalty) and online word-of-mouth during the epidemic (E-WOM). In part of the study, 100 frequent Instagram users and passengers on Garuda Indonesia aircraft were questioned or given questionnaires. The data was processed and analyzed by SEM-PLS and the SmartPLS 3.0 software. The findings of the study indicate that social media marketing increases brand recognition, brand image, and brand loyalty. Brand loyalty or reputation has one significant impact on e-WOM as well. While brand recognition has nothing to do with E-WOM. Furthermore, the results of this research definitely point to the importance of the impact on E-WOM while brand recognition has no impact on E-WOM. The study's conclusions also highlight the importance of mediating variables including brand awareness, brand image, and brand loyalty. This study can prove that almost all moderating effect variables are involved in mediating social media marketing on Garuda Indonesia's e-WOM airline, except the brand awareness variable, which has no indirect effect or has no impact on the relationship between social media marketing and E-WOM. The results of this study should be relevant to a social media strategy, particularly for Garuda Indonesia Airlines.

The aim of the study is to explore the impact of Social Media Marketing on Brand Loyalty. It focused on customers of small and medium enterprises (SMEs) specializing in the fashion products retail in Saudi Arabia. An online instrument was created through Google Forms and published on social media of SMEs that trade in fashion. In total, (1692) responses were received. Structural equation modeling (SEM) was used to test hypotheses. The results of the research showed that all dimensions of social media marketing had a positive impact on brand loyalty. The highest impact was for social media word of mouth. The study recommends the issuance of more legal legislation to protect user privacy and prevent its penetration, in addition to enacting laws that punish bad use of networks, which increases customers' trust in these sites and motivates them to carry out many marketing campaigns.