THE IMPACT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND LOYALTY AND ELECTRONIC WORD-OF-MOUTH OF CONSUMERS IN THE VIETNAMESE COFFEE INDUSTRY

Abstract

The Vietnamese coffee industry is experiencing remarkable growth, attracting numerous prominent brands. In this competitive landscape, businesses cannot disregard the crucial role of social media marketing activities (SMMA) in brand building and customer loyalty enhancement. This study delves into the analysis of SMMA's impact on consumer brand equity, brand loyalty, and electronic word-of-mouth (E-WOM). Employing a mixed-methods approach, the study utilizes both qualitative and quantitative methods. The SOR model (Stimulus-Organism-Response) is applied to explore consumer behavior in the context of SMMA. The results show that SMMA plays a major role in influencing brand awareness and brand image. Brand awareness and brand image positively impact brand loyalty and E-WOM. The study provides insights into the importance of SMMA in building brand loyalty and driving E-WOM for Vietnamese coffee brands