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April 30, 2026The e-Business Studies

The Effects of Perceived Value on Omnipresent Self-Brand Connection and Brand Loyalty in Mobile-based SNS Environments

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Authors

TLThae-Min Lee

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Overview

Randomized trial examines perceived value's influence on self-brand connection and brand loyalty in mobile SNS users, suggesting tailored marketing strategies.

Key Points

  • This research investigates how perceived value influences self-brand connection and brand loyalty within mobile SNS environments.
  • Analysis of perceived informational, emotional, and relational values on self-brand connection.
  • Use of covariance structure modeling to analyze empirical data regarding brand loyalty.
  • Examination of moderation effects based on mobile SNS purchasing experiences.
  • Perceived informational, emotional, and relational values significantly affect self-brand connection (p<0.01).
  • Self-brand connection enhances brand loyalty among consumers, with varying effects based on purchasing experience.
  • High experience group shows greater impact of relational value on self-brand connection compared to low experience group.

Cite This Study

Thae-Min Lee (2025) studied this question.

synapsesocial.com/papers/69f2f0e31e5f7920c6386e08https://doi.org/10.20462/tebs.2025.12.26.6.81
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