Exploring Factors Influencing Social Media Content Marketing Communication on Customers' Brand Loyalty

Many telecom companies lack the experience of handling the practice of social media content marketing communication. It is also a great challenge for companies to cultivate customer loyalty. This study is developed to examine the effects of social media content marketing communication on customers' brand loyalty in the leading telecommunication industry. The study used a survey questionnaire method. Then, it is required to conduct the regression analysis of data. Findings showed that the strong and positive relationships between the five factors that are functional information, entertainment information, social interaction, self-concept, and brand interaction of social media content marketing communication and customers' brand loyalty. This study had proved that the social currency theory is a suitable and relevant theory to be used to study social media content marketing communication in promoting customers' brand loyalty. Consumers are more favorable to the social media account from an organization that provided functional and entertainment information and have effective two-way communication with their fans.