The Impact of Content Quality and Brand Interaction via Facebook on Customer Loyalty: The Mediating Role of Brand Awareness

Abstract

Customer loyalty plays a key role in ensuring sustainable development for fashion brands in the digital age. Based on fundamental theories such as Brand Equity Theory, Stimulus Response Theory, Social Presence Theory and Information System Success Model, this study analyzes the impact of content quality and brand interaction via Facebook on brand loyalty, and examines the mediating role of brand awareness in this relationship. The PLS SEM linear structural model is used to test the research hypotheses by analyzing survey data from 201 customers who have purchased and known the fashion brand CEVONNI. The research results show that content quality and brand interaction both positively affect brand awareness, thereby promoting brand loyalty. In particular, brand awareness plays an important mediating role in the relationship between digital media factors and customer engagement behavior. This study not only clarifies the mechanism of brand loyalty formation on the Facebook social networking platform, but also provides practical implications in optimizing communication strategies, enhancing brand experiences and creating sustainable values in the digital transformation stage in the Vietnamese fashion market.