The Mediating Role of Brand Equity in Viral Marketing, User-Generated Content, and Endorsements toward Brand Loyalty

Haeruddin

doi:10.37641/jimkes.v13i6.4256

Authors

Haeruddin Politeknik LP3I Makassar, Indonesia

DOI:

https://doi.org/10.37641/jimkes.v13i6.4256

Keywords:

Brand Equity, Brand Loyalty, Digital Marketing, Endorsement, User Generated Content, Viral Marketing

Abstract

This study examines how brand equity functions as a mediating mechanism linking viral marketing, user-generated content, and endorsements to brand loyalty. The central aim is to gain a deeper understanding of how digital marketing initiatives cultivate customer loyalty by strengthening perceptions of brand equity. Using a quantitative design and analyzed through Structural Equation Modeling Partial Least Squares (SEM-PLS), data were collected from 554 active social media users in Indonesia. The results reveal that viral marketing, user-generated content, and endorsements each exert a significant positive influence on both brand equity and brand loyalty. Moreover, brand equity is found to mediate these relationships, underscoring its strategic significance as a bridge connecting marketing activities with consumer behavioral outcomes. The findings emphasize that authenticity, consumer engagement, and credible endorsements are critical drivers for building trust and fostering loyalty in the digital environment. This research enriches the current understanding of digital branding dynamics and offers practical insights for marketers in crafting integrated, consumer-oriented strategies that enhance both brand equity and sustained loyalty.

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