Exploring the role of Brand Loyalty with Brand coolness and brand sacredness in social media

EXTENDED ABSTRACT
 
Introduction: In today's digital age, brand loyalty has emerged as a critical competitive advantage for businesses. Given the extensive transformations in consumer behavior and the unparalleled role of social media in shaping customer perceptions and behaviors, this study examines the impact of social media marketing on brand loyalty, considering the mediating roles of two emerging variables: "Brand Coolness" and "Brand Sacredness" in Digikala Company. In the contemporary world, brand loyalty is not merely a product of quality but is rooted in positive experiences, trust, emotional attachment, and multidimensional customer-brand relationships. Social media, as an interactive and dynamic platform, facilitates deeper connections and shapes consumers' psychological perceptions. These platforms provide an environment for direct and two-way interaction, enabling brands not only to promote their products but also to convey their identity and symbolic values to their audience. The concepts of "Brand Coolness" and "Brand Sacredness," as two emerging psychological constructs, play a significant role in understanding customer loyalty more profoundly. Brand coolness, characterized by authenticity, innovation, and attractiveness, evokes positive emotions and psychological appeal in consumers. Meanwhile, brand sacredness, by creating a sense of spirituality and deep attachment, transforms the brand into an entity beyond a mere material commodity.
This research aims to address the existing gap in the literature, particularly regarding the psychological mechanisms affecting loyalty in the digital context, with a focus on the novel concepts of brand coolness and sacredness. Investigating these relationships can provide a valuable theoretical and practical framework for future research and digital marketing practitioners.
Methodology: This study is applied in purpose and descriptive-correlational in terms of data collection. The statistical population consisted of Digikala customers, from which a sample of 384 individuals was selected using convenience sampling based on Morgan's table. Digikala was chosen due to its position as one of Iran's largest and leading e-commerce platforms and its extensive customer base. Data were collected using a standard questionnaire based on a five-point Likert scale. Data analysis was performed using SMART-PLS3 software and the Structural Equation Modeling (SEM) method. The reliability and validity of the research instrument were confirmed through Cronbach's alpha, composite reliability, and convergent validity indices. All reliability and validity indices were at acceptable levels. The questionnaire's validity was assessed and confirmed through content and construct validity, with content validity evaluated using the opinions of informed professors and experts.
Discussion and Results: The research findings indicated that social media marketing has a positive and significant effect on brand loyalty, both directly (β=0.332, t=3.978) and indirectly. The direct effects of social media marketing on both brand coolness (β=0.860, t=30.050) and brand sacredness (β=0.789, t=22.459) were strong and significant. These results suggest that brand activities on social networks can effectively enhance consumers' perceptions of the brand's attractiveness, authenticity, uniqueness (coolness), as well as its symbolic and spiritual value (sacredness). Furthermore, each mediating variable individually had a positive and significant impact on brand loyalty. Brand coolness (β=0.378) and brand sacredness (β=0.149) both increased customer loyalty. More importantly, the findings also confirmed the mediating role of these two variables. The indirect effects of social media marketing on brand loyalty through brand coolness (β=0.325, t=5.275) and through brand sacredness (β=0.118, t=2.530) were significant. All model fit indices were also at desirable levels, including the SRMR index with a value of 0.055, indicating a suitable overall fit of the research model.
Conclusion: The results of this study confirm that social media marketing affects brand loyalty positively and significantly, not only directly but also indirectly through the mediating mechanisms of "brand coolness" and "brand sacredness." These findings show that brands can create stronger emotional bonds with customers and foster more sustainable loyalty by investing strategically in social media marketing and focusing on enhancing these psychological dimensions (creating an authentic and attractive image and instilling symbolic and spiritual values). Accordingly, designing media campaigns aimed at strengthening these dimensions is recommended for Digikala's marketing managers and similar brands. To better leverage these effects, it is suggested that Digikala, while improving the quality and appeal of its content on social media, emphasizes continuous and two-way interaction with the audience, tangibly and inspirationally communicates the brand's values of authenticity and innovation, and strengthens brand sacredness by creating programs and campaigns related to spiritual and symbolic values. These actions will lead to increased loyalty and sustained customer commitment. This research also provides a valuable theoretical framework for future studies on the psychological mechanisms affecting loyalty in the digital space.