This study examined the effect of social media marketing activities on brand loyalty and the mediating role of brand awareness on the relationship in the supermarket industry.

study considered five components under social media marketing activities: entertainment, interaction, trendiness, customization, and electric word of mouth. The survey was conducted using a questionnaire administered to a total of 320 respondents. Hayes analysis process was used to estimate the direct and indirect effects to analyze the impact of mediating variables.

The findings showed that all the components of social media marketing activities positively and significantly impact brand loyalty. Similarly, brand awareness partially mediates the relationship between social media marketing activities and brand loyalty.

To sum up, it can be concluded that brand loyalty can be strengthened by focusing on the components of social media marketing activities. Similarly, brand loyalty can be intensified and upgraded by improving brand awareness. Overall, SMMA components are found to act on brand loyalty directly and indirectly via brand awareness. Therefore, this study suggests the industry focus on SMMA as it lays the foundation to enhance brand loyalty.