Impact of Social Media Influencer Marketing on Brand Loyalty: The Mediating Role of Consumer Trust in the Bangladesh Telecommunication Industry

Md Amran Hossain; Md Mahady  Hasan

doi:10.55927/wakatobi.v3i1.15587

Authors

Md Amran Hossain University of Kelaniya
Md Mahady Hasan Asian College of Journalism

DOI:

https://doi.org/10.55927/wakatobi.v3i1.15587

Keywords:

Consumer Trust, Content Marketing, Social media Content Marketing, Brand Trust, Brand Loyalty

Abstract

Therefore, the Bangladeshi telecommunication service providers published contents in social media to get attention online and offline consumers and building brand trust, consumer loyalty. So, this research explores to find the Impact of Social Media Influencer Marketing on Brand Loyalty: The Mediating Role of Consumer Trust in the Bangladesh Telecommunication Industry. The research is designed as quantitative strategy and constructive structural questionnaire used to obtain primary data. The sample data is selected around 395 responses from different parts of Bangladesh by adopting a convenience sample technique. This sampling method consider as a non-probability sampling. The find of the study demonstrate that the social media influencer content marketing has a significant positive impact on brand loyalty while increasing consumer trust by mediating social media platforms. The literature gap has been trying to prevail switching of brand behavior in this research studies. This research is tries to find out how Social Media Influencer Content Marketing impacts to brand loyalty in the Bangladesh telecommunication industry.

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