Impact of Social Media Marketing of Japanese Craft Brands on Brand Loyalty: A Conceptual Model

Abstract

This study examines the impact of social media marketing on brand loyalty within the realm of traditional Japanese crafts, renowned for their cultural significance. Drawing on the existing theories in marketing research, this paper proposes a conceptual model that explains how social media platforms influence consumer loyalty. The goal of this paper is to shed light on how social media enhances brand engagement and facilitates brand communication, and how these factors contribute to brand loyalty. Notably, many traditional Japanese crafts are predominantly marketed through exhibitions or physical stores, but the efficacy of social media remains unclear. By uncovering the potential of digital marketing for Japanese traditional craft brands, this research offers valuable insights and practical implications for navigating the contemporary marketing landscape, particularly in leveraging social media to bolster brand loyalty in cultural and creative industries.