Abstract
Brand loyalty is one of the important factors determining the success and sustainable development of fitness businesses, however, with the development of the Internet and Social Media, little research has examined the effect of social media marketing activities (SMMAs) on brand loyalty. To partially fill this gap, the study examined how SMMAs (Entertainment, Trendiness, Interaction, Customization, and electronic word of mouth (eWOM) affect brand loyalty from the point of view of social identity theory, theory of reasoned action and considered SMMAs as an important driving factor for the relationship between the consumer and the brand. The study performed an analysis with data collected from 300 members of the fitness brand community in Vietnam using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that all five dimensions of SMMAs positively affect brand community identification, with customization and interaction exerting the stronger influence.
Keywords: social media marketing activities, brand community, brand community identification, brand loyalty, brand distinctiveness.
JEL classification: L22, M3, M31, M37.
DOI: 10.63767/TCKT.35.2025.113.121
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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
