Effects of Social Media Marketing Activities on Brand Loyalty, Brand Trust, and Brand Affect among Millennials

Abstract

More and more companies are realizing the potential of social media as a marketing tools are incorporating it into their online marketing communication plans, but it remains unclear whether or not this actually affects consumers' opinions of the products they're promoting. This study's overarching goal is to examine how social media marketing interactions with Millennials affect several facets of consumer trust, emotion, and brand loyalty. Three hundred seventy-four Millennials made up the research sample used for this purpose. The characteristics of social media marketing communications are strongly tied to brand trust and brand affect, the two most important factors in determining brand loyalty, as shown by the results.