Influence social media content marketing on experience ratings and brand loyalty

Abstract

This study aims to construct and test the influence of models of perceived value on social media marketing content, including valuable information, valuable entertainment, value association, and value function evaluates customer experience and subsequently brand loyalty. Based on 382 online customers and partial structural estimation (PLS-SEM), the hypothesis study in the model is tested. The results for the customer experience assessment are influenced by the value function, the value of entertainment and social, and the value of information. In addition, experiential reviews have a huge influence on the brand center. Research results are the basis for producing solutions to help marketers effectively design social network content.