Creating a Romantic and Loyal Brand Environment using Social Media: Predictive Analysis on four Phases of Customer Loyalty

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Abstract: The impact of social media completely changed the dynamics between brands and consumers in today's marketing environment. This study applies the predictive analysis on four phases of customer loyalty using the factors, i.e. social media marketing and brand romance. Data was collected from 331 customers of fashion brands that they follow on social media. PLS-SEM was used for predictive analysis. Results of the empirical analyses show the significant contribution of social media marketing towards brand romance that further predicts different forms of customer loyalty (i.e. affective, cognitive, conative, and action). This study is helpful for marketers to develop strategies targeting customer loyalty on social media particularly in the context of brand romance.

WSEAS Transactions on Business and Economics, ISSN / E-ISSN: 1109-9526 / 2224-2899, Volume 22, 2025, Art. #82

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Muhammad Adnan Bashir, Ummi Naiemah Binti Saraih, Raghava Gundala, Junaid Ansari, Muhammad Azeem Qureshi, Muhammad Yasir, "Creating a Romantic and Loyal Brand Environment using Social Media: Predictive Analysis on four Phases of Customer Loyalty," WSEAS Transactions on Business and Economics, vol. 22, pp. 988-997, 2025, DOI:10.37394/23207.2025.22.82
Muhammad Adnan Bashir, Ummi Naiemah Binti Saraih, Raghava Gundala, Junaid Ansari, Muhammad Azeem Qureshi, Muhammad Yasir. Creating a Romantic and Loyal Brand Environment using Social Media: Predictive Analysis on four Phases of Customer Loyalty. WSEAS Transactions on Business and Economics. 2025;22:988-997. 10.37394/23207.2025.22.82
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