The Role of Confidence and Trust in the Ability to Understand the Effect of Social-media Marketing on Brand Loyalty and Brand Equity

Purpose: This research paper is based on the idea that how social media is impacting marketing activities (SMM) on creating brand loyalty, equity, and trust. This study aimed at exploring the impact of Social Media Marketing activities (SMM) on brand loyalty via a brand trust and brand equity. Design/ Methodology / Approach: This study aimed at exploring the impact of social media marketing activities (SMM) on brand loyalty via brand trust and brand equity. The study was done based on primary data collected through a structured questionnaire from 290 users of telecommunication companies using social media platforms in Saudi Arabia. The model included for measurement are the SMM, brand trust, equity, and its loyalty. The structural equation model is the multi-level structural analysis technique, which is used for analyzing the structural relationship. Findings: This research attributes to understand the idea of trust by giving guidance for measuring the effectiveness of social media marketing. Trust is conciliated in this model. Trust plays a major role in social media marketing and brand equity. A limited conciliate between SMM and loyalty. The research findings are based on the method of how the brand is trying to have engaging communication and activities with its customer. To attain this the preferred SMM model helps with these mechanisms. Practical Implications: These results should be taken into consideration by suppliers of eco-friendly products concerning sampling characteristics. The incorporation of all possible methods of brand communication across social media, involving brand communication done by customers, has resulted in the necessity of hiring respondents who apart from purchasing these brands have also enjoyed and shared general content regarding them