The Role of Social Media Marketing Activity in Influencing User Engagement and Brand Loyalty: Brand Ownership through Parasocial Relationships

The purpose of this study was to identify parasocial activity and social media marketing activities, user engagement, and brand loyalty, with a primary focus on understanding the extent to which parasocial activity and user engagement affect social media marketing activities and brand loyalty in a given context. The research method involves collecting data through a six-month online survey, participating respondents who are users of the product or service to be studied. Regression analysis was used to measure the relationship between variables such as Parasocial Relationship, Social Media Marketing Activity, User Engagement, and Brand Loyalty, at a significance level of 0.05. The results of the analysis showed that there was a positive and significant relationship between parasocial activities and social media marketing activities, and user engagement was positively and significantly related to parasocial activities. However, no significant relationship was found between parasocial activity or user engagement and brand loyalty, suggesting that other factors may also influence the development of brand loyalty. This research provides useful insights for marketing strategies and brand interactions with consumers in the age of social media, emphasizing the importance of understanding how parasocial activity and user engagement can affect certain aspects of brand and consumer relationships.