The Effect of Social Media Marketing Efforts on Brand Loyalty Through Mediating Roles of Cognitive and Emotional Engagement
DOI:
https://doi.org/10.54099/ijebm.v5i2.1879Abstract
This study investigates the impact of Social Media Marketing Efforts (SMMEs) on Brand Loyalty, with Cognitive Engagement and Emotional Engagement acting as mediating variables among Oemah Etnik’s Instagram followers. The research adopts a quantitative explanatory design using a survey method, with data collected from 398 respondents through an online questionnaire. The analysis is conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS), which allows for the examination of complex relationships between variables as well as mediation effects. The findings reveal that SMMEs have a positive and significant influence on Brand Loyalty, both directly and indirectly through engagement mechanisms. Social Media Marketing Efforts also significantly enhance both Cognitive Engagement and Emotional Engagement. Among the two mediating variables, Emotional Engagement demonstrates a stronger effect on Brand Loyalty compared to Cognitive Engagement, indicating that emotional attachment plays a more dominant role in shaping customer loyalty. These results suggest that while informative and interactive content is important in stimulating cognitive processing, building emotional connections through engaging and meaningful social media content is more critical in fostering long-term brand loyalty. This study provides both theoretical contributions by reinforcing the applicability of the Stimulus–Organism–Response (S-O-R) framework in digital marketing contexts and practical implications for brands aiming to strengthen customer relationships through emotionally driven social media strategies.
Keywords: Brand Loyalty, Cognitive Engagement, Emotional Engagement, Ethnic Fashion, Instagram Marketing.
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