BRAND LOYALTY IN SOCIAL MEDIA EVIDENCE OF HEALTHY RICE IN THAILAND

Abstract

Communication via social media plays a crucial function in marketing. It can foster a positive relationship with consumers by sending them content that stimulates their motivation. This process can influence the purchasing decisions of consumers. This investigation investigates Social media marketing activities (SMMA), customer experience (CX), customer satisfaction (CS), brand awareness (BA), and brand loyalty. This study aims at Brand Loyalty, Customer Expwiller Satisfaction, and Brand Awareness via Social Media Users. This is consistent with empirical data and the Structural Equation Model (SEM) of Factors Influencing the Creation of Commercial Loyalty.