Evaluating the Impact of Social Media Marketing Attributes on Consumer Loyalty: The Mediating Role of Consumer Trust"

This study investigates how social media marketing activities (SMMA)—specifically Entertainment (ENT), Trendiness (TRE), Interactivity (INT), and Influence Marketing (IM)—impact Customer Loyalty (CL) among online customers in India. Using a sample of 320 regular social media users, the research found a significant association between ENT, TRE, INT, and Consumer Trust (TR) with CL. A key finding is that Consumer Trust (TR) acts as a mediator in the relationship between social media marketing and customer loyalty.