Abstract:
This study aims to investigate the influence of social media -lit. ting on brand loyalty,
with the mediation effect of brand consciousness and value consciousness among
working women who are using cosmetics in the Badulla district. A survey was
conducted, and data were collected from 384 working women who are using cosmetics
in the Badulla district. The data were analyzed using SPSS.
The findings reveal that social media marketing positively impacts brand loyalty, brand
consciousness& value consciousness mediates the relationship between social media
marketing and brand loyalty. These findings have significant implications lor
companies in the cosmetics industry in the Badulla district, as they can design effective
social media marketing campaigns to enhance brand consciousness and value
consciousness among their target customers. The study contributes to the existing body
of knowledge by providing insights into the specific context of working women in the
Badulla district and their engagement with social media marketing in relation to brand
loyalty.
brand consciousness and value consciousness mediate this relationship. Specifically,
brand consciousness acts as a partial mediator, while value consciousness acts as a full
mediator. These results suggest that social mealie marketing can enhance brand loyalty
by increasing brand and value consciousness among working women who are using
cosmetics in the Badulla district. Therefore, cosmetics companies in the Badulla district
should prioritize their social media marketing efforts to improve brand and value
consciousness among their target customers to enhance brand loyalty.
The implications of this research can be useful for cosmetics brands and marketers who
seek to enhance brand loyalty among working women in the Badulla district. By
understanding the influence of social media marketing and the mediating effects of
brand consciousness and value consciousness, marketers can develop mole targeted and
effective marketing strategies to engage and retain their target audience.
