The social media effects on brand reputation in the automotive industry

Abstract

Purpose: This study investigates the impact of social media marketing activities on brand reputation. Namely, factors such as performance expectancy, social media reviews, informative, interactivity and trendiness, with brand loyalty as a mediator, in the automotive industry. Design/Methodology/Approach: A quantitative approach was adopted, with the research collecting data through a structured online questionnaire, gathering responses from 201 participants who actively engage with social media and major automotive brands on such platforms. The analysis was conducted with a combination of SPSS and the use Partial Least Squares Structural Equation modelling (PLS-SEM), allowing for a comprehensive examination of the relationships between social media marketing activities, brand reputation, engagement, and loyalty. Findings: The results have demonstrated that social media marketing activities, in particular social media reviews, informativeness and trendiness, played a significant role in fostering brand loyalty. Brand Loyalty emerged as a pivotal mediator, linking social media marketing efforts to reputational outcomes. Additionally, brand reputation contributes to shaping consumer perceptions and strengthening loyalty in the competitive automotive sector. Originality/Value: This research highlights the strategic importance of social media as a tool for automotive brand management. By identifying effective social media activities, the study provides actionable insights for marketing practitioners aiming to enhance consumer engagement and loyalty. The findings contribute to a deeper understanding of how automotive brands can leverage social media to strengthen reputation and cultivate lasting loyalty among their customer base.