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

Dublin Core

Title

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

Creator

Hikari Murashima

Proceedings Item Type Metadata

meta_title

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

Abstract/Description

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.

publication_date

2024/06/15

pdf_url

https://insyma.org/proceedings/files/original/articles/14_Hikari%20murashima.pdf

abstract_html_url

https://insyma.org/proceedings/items/show/180

keywords

Social Media Marketing, Brand loyalty, Consumer Engagement, Brand Community, Brand Communication

firstpage

70

lastpage

75

issn

3047-857X

conference

Proceedings of the International Symposium on Management (INSYMA)

Volume

21

publisher_name

Fakultas Bisnis dan Ekonomika, Universitas Surabaya

Author #1

Hikari Murashima

no article

180

Files

14_Hikari%20murashima.pdf

Citation

Hikari Murashima, “Impact of Social Media Marketing of Japanese Craft Brands on Brand Loyalty: A Conceptual Model,” Proceedings of the International Symposium on Management (INSYMA), accessed July 1, 2025, https://insyma.org/proceedings/items/show/180.

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