THE INFLUENICE OF PERCEIVED SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND. LOYALTY: THE MEDIATION EFFBCT OF BRAND AND VALUE CONSCIOUSNESS: SPECIAL REFERBNCE TO WORKING WOMBN WHO ARE USING COSMETICS IN BADULLA DISTRICT

Abstract

This study aims to investigate the influence of social media -lit. ting on brand loyalty, with the mediation effect of brand consciousness and value consciousness among working women who are using cosmetics in the Badulla district. A survey was conducted, and data were collected from 384 working women who are using cosmetics in the Badulla district. The data were analyzed using SPSS. The findings reveal that social media marketing positively impacts brand loyalty, brand consciousness& value consciousness mediates the relationship between social media marketing and brand loyalty. These findings have significant implications lor companies in the cosmetics industry in the Badulla district, as they can design effective social media marketing campaigns to enhance brand consciousness and value consciousness among their target customers. The study contributes to the existing body of knowledge by providing insights into the specific context of working women in the Badulla district and their engagement with social media marketing in relation to brand loyalty. brand consciousness and value consciousness mediate this relationship. Specifically, brand consciousness acts as a partial mediator, while value consciousness acts as a full mediator. These results suggest that social mealie marketing can enhance brand loyalty by increasing brand and value consciousness among working women who are using cosmetics in the Badulla district. Therefore, cosmetics companies in the Badulla district should prioritize their social media marketing efforts to improve brand and value consciousness among their target customers to enhance brand loyalty. The implications of this research can be useful for cosmetics brands and marketers who seek to enhance brand loyalty among working women in the Badulla district. By understanding the influence of social media marketing and the mediating effects of brand consciousness and value consciousness, marketers can develop mole targeted and effective marketing strategies to engage and retain their target audience.