Linking Social Media Marketing Activities to Revisit Intention through Brand Trust and Brand Loyalty on the Coffee Shop Facebook Pages: Exploring Sequential Mediation Mechanism

Social media marketing (SMM) is a new field that involves the of goods, services, information, and ideas via online networks social media. Drawing on stimulus-organism-response framework, this study aims to examine how social-media-marketing activities (SMMA) affect brand loyalty, trust, revisit intention (returning same place in future) for coffee shops Northern Cyprus. Empirical evidence was collected from 415 undergraduate students who follow specific Facebook, structural equation modeling approach applied. The results showed significant positive influence SMMA intention. findings show are stronger predictor than loyalty trust. Furthermore, trust mediators relationship between Additionally, sequential mediation effects supported. Overall, with effective customer grows confidence brand, which increases level loyalty. This, turn, encourages customer. As result, executives platforms (in case, Facebook) should promote their brands engage such creates These contribute literature by examining exploring adding as mediators.