Original scientific paper

https://doi.org/10.7906/indecs.23.6.7

The Role of Social Media Advertisements on Brand Awareness and Brand Loyalty Based on S-O-R Paradigm

Emine Şenbabaoğlu Danacı orcid.org/0000-0002-8402-5904 ; Düzce University, Faculty of Business, Department of Business, Düzce, Türkiye *

* Corresponding author.

Abstract

In the apparel sector, where competition is intense, identifying the factors that drive brand loyalty is essential. Based on this, the primary aim of the study is to investigate the effects of social media advertisements and their subsequent effect on brand awareness to ensure brand loyalty in the apparel sector. The significant role of social media as a two-way communication tool in influencing consumer behavior has been revealed. Based on the Stimulus-Organism-Response framework, this research aims to examine the effects of social media advertisements on brand awareness and brand loyalty in the apparel sector. Data collected from 340 social media users via the survey method were analyzed using variance-based structural equation modeling (PLS-SEM) with SmartPLS (v.3.2.9) software. The findings reveal that both social media advertisements and brand awareness possess a noteworthy impact on the formation of loyalty to the apparel brands. These results not only confirm the proposed model but also support the identified mediating role. In this context, it has been established that brand awareness plays a mediating role in the effect of social media advertisements on brand loyalty. The research findings provide important theoretical and practical consequences as well as recommendations for further study.

Keywords

S-O-R paradigm; social media advertisements; brand awareness; brand loyalty

Hrčak ID:

342125

URI

https://hrcak.srce.hr/342125

Publication date:

23.12.2025.

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