Understanding the Role of Social Media Users’ Self-Presentation on Social Media Marketing and Brand Loyalty Relationship

Abstract

The study examined users’ self-presentation in social media and its influence on social media marketing effectiveness. Data were obtained from 324 social media marketing customers of fashion brands aged between 18 and 25. Moderation analysis was conducted to establish the hypothesis regarding the effect of social media marketing on brand loyalty conditioned on users’ self-presentation characteristics. The result of the data analysis supported the effect of users’ self-presentation on social media marketing and brand loyalty relationship. The implication of this study will be in segmenting and targeting social media users based on their social media usage behaviour. This study will complement the information obtained through social media text mining and assist in predictive analytics. This article will help marketing organizations in developing their social media marketing strategy.