The Influence of Social Responsibility of Internet Celebrities on Brand Loyalty of Chinese Consumers in Jiangsu Province: A Case Study of Down Jacket Brand in Jiangsu Province

บทคัดย่อ

          With the popularity of social media, Internet celebrities have become an indispensable force in brand marketing. Not only do they promote products through their personal influence, but the socially responsible behaviors they demonstrate also have a profound impact on consumers' brand loyalty. Based on the research background, the objectives of this study were: 1) To analyze the direct relationship between the social responsibility of Internet celebrities and consumer brand loyalty; 2) To evaluate the influence of Internet celebrity social responsibility on brand trust and brand reputation; and 3) To explore the impact of brand trust and brand reputation on consumer brand loyalty and their mediating roles. The sample consisted of 368 consumers from Jiangsu Province who purchased down jacket brands through Internet celebrity live broadcasts within one year. They were selected using a random sampling method. The research instrument for data collection was structured questionnaires. Data analysis included reliability analysis, confirmatory factor analysis, path analysis, and mediation effect analysis.
           The research results were found as follows: 1) Internet celebrity social responsibility has a significant positive impact on consumer brand loyalty; 2) Socially responsible behaviors of Internet celebrities significantly enhance brand trust and brand reputation; and 3) Brand trust and brand reputation positively influence consumer brand loyalty, and brand trust and brand reputation partially mediate the relationship between Internet celebrity social responsibility and consumer brand loyalty. Suggestions for brand managers include leveraging Internet celebrities with strong social responsibility records to enhance brand loyalty through improved trust and reputation.