Abstract
The rise of technology has led to a significant shift in marketing strategies, with many brands exclusively leveraging social media for product promotion. The aim of this research is to examine the effect of Social Media Marketing Activities (SMMAs) on brand awareness, brand image, brand loyalty and willingness to pay a premium price for Skincare brands. The research investigated the components of SMMAs and their impact on brand awareness, brand image, brand loyalty, and the willingness to pay a premium price among users of organic skincare brands- Juicy Chemistry, Vilvah and Deyga. The study analyzed five components of SMMAs—entertainment, interactivity, trendiness, customization, and electronic word-ofmouth—to gain insights into how these elements influence Brand Awareness, Brand Image, Brand Loyalty, and willingness to pay a premium price among consumers of these organic skincare brands. Regarding the theoretical framework, this study employed the stimulusorganism-response (S-O-R) model to establish connections between SMMAs as stimuli, brand equity as the organism, and brand loyalty and willingness to pay a premium price as responses. The data was collected from 115 respondents through an online questionnaire. Structural equation modeling was used to assess the collected data. The findings of the study contribute to a deeper understanding of how engagement in social media marketing activities can influence the perception of the brand and foster loyalty among consumers for skincare brands.
Keywords: Social Media Marketing Activities, Brand Awareness, Brand Image, Brand Loyalty, Willingness to Pay Premium Price
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