EFFECTS OF SOCIAL MEDIA MARKETING AND SELECTED MARKETING CONSTRUCTS ON STAGES OF BRAND LOYALTY

Abstract

This study explores the influence of social media marketing and key marketing constructs, such as value consciousness (VC), brand consciousness (BC), and brand love (BL), on the development of brand loyalty stages in the Pakistan clothing and food industry. Data was collected from 332 consumers using a self-structured questionnaire. The findings reveal that social media marketing significantly impacts BC and BL, which indirectly contribute to brand loyalty at cognitive, affective, and conative levels. However, VC shows a limited effect on brand loyalty, reflecting the dynamic and cost-sensitive nature of fast food and clothing consumers. Additionally, the study highlights how digital engagement patterns, consumer perceptions, and competitive market trends further shape loyalty formation over time. This research provides a comprehensive framework for marketers to design targeted strategies to foster brand loyalty by leveraging social media interactions and consumer consciousness.