Beyond Likes and Shares: A Structural Model of Social Media Marketing Effects on Trust and Loyalty

Abstract

As social media becomes a dominant environment for brand–consumer interaction, understanding how social media marketing (SMM) activities shape consumer responses has become increasingly essential. This study examines the impact of five key SMM dimensions—entertainment, interaction, trendiness, customization, and electronic word-of-mouth (eWOM)—on brand equity, brand loyalty, purchase intention, and consumer satisfaction. Using a validated survey instrument and analyzing responses from 512 consumers, the study employs structural equation modeling (SEM) to test the conceptual framework. The findings reveal that eWOM (β = 0.41) and interaction (β = 0.36) are the strongest predictors of brand loyalty, while customization significantly enhances brand equity (β = 0.33). Trendiness shows a meaningful influence on consumer purchase intention (β = 0.29), and entertainment contributes positively to consumer satisfaction (β = 0.27). Overall, the model explains 62% of the variance in loyalty, 58% in brand equity, and 55% in purchase intention, demonstrating robust predictive power. This study provides actionable insights for marketers seeking to strengthen brand relationships in increasingly competitive digital environments. By highlighting the differential effects of SMM activities, the research offers strategic guidance for optimizing social media content to drive stronger consumer responses and long-term loyalty.