Shanza, Noreen, Ahmed, Qazi ORCID: https://orcid.org/0000-0002-9237-3116 and Nazir, Muhammad Arsalan ORCID: https://orcid.org/0000-0001-5416-9010 (2025) The impact of social media marketing on customer-brand relationship: a post-COVID-19 analysis. International Journal of Marketing, Communication and New Media (IJMCNM), 13 (24). pp. 69-91. ISSN 2182-9306 (Online) (doi:10.54663/2182-9306)

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Abstract

This study examines the impact of post-Coronavirus Disease-2019 (COVID-19) social media marketing activities, including trendiness, active presence, and electronic word of mouth, on the customer-brand relationship, with the mediating effect of electronic brand experience in the twin cities of Pakistan. While some research has been conducted on these variables, a gap exists in the literature concerning post-COVID-19 social media marketing activities and the resulting changes in trends. Therefore, this study aims to identify trendy social media activities that can enhance the customer experience and their relationship with brands. A quantitative research method was employed, using primary data collected through a structured questionnaire based on a 5-point Likert scale. A total of 280 respondents were surveyed using the convenience sampling method. The collected responses were analyzed using the Statistical Package for Social Sciences (SPSS) employing tests such as regression, correlation, the Hayes test for mediation, the normality test, and descriptive statistics. The results indicate that trendiness, active presence, and eWOM significantly impact the customer-brand relationship, with electronic brand experience playing a major role in the framework. These findings suggest that the independent, mediating, and dependent variables have positive relationships with each other and significantly influence one another. All stakeholders, including marketers, students, society, and policymakers, can leverage the findings of this study to shape their marketing strategies in the future and keep up with the ever-changing dimensions of consumer behavior, thereby improving their relationships with customers.

Item Type:	Article
Uncontrolled Keywords:	electronic word of mouth, E-brand experience, customer-brand relationship, social media marketing activities, post corona virus disease.
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce H Social Sciences > HM Sociology
Faculty / School / Research Centre / Research Group:	Greenwich Business School Greenwich Business School > Executive Business Centre
Related URLs:	Publisher
Last Modified:	12 Aug 2025 11:08
URI:	https://gala.gre.ac.uk/id/eprint/50921

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