Table 5. Conclusions and theoretical and... | Emerald Publishing

Table 5.

Conclusions and theoretical and managerial implications

Conclusions	Theoretical and managerial contributions
This study empirically verifies a holistic model showing SMMA’s role in developing brand loyalty through consumer self-brand connections, brand equity and brand trust	Enhances understanding of the complex relationships between SMMA and key branding constructs, proposing a comprehensive model that integrates these elements for the first time
Findings indicate that both strong self-brand connections and brand trust are crucial for achieving high brand loyalty. Conversely, a lack of self-brand connection can undermine loyalty, even in the presence of brand trust	Emphasizes the importance of creating content that resonates with the consumer’s self-image and maintaining transparency and engagement to build trust
The research underscores the value of a holistic approach to analyzing the impact of SMMA on brand loyalty, suggesting that certain combinations of factors are more effective than others	Encourages a nuanced examination of the factors contributing to brand loyalty, highlighting the importance of considering multiple brand-related constructs in relation to each other
Effective social media strategies are identified as key drivers of brand loyalty, with a focus on developing authentic connections and trust with consumers	Recommends leveraging social media to develop a consistent brand voice and engage with consumers in a meaningful way. Highlights the role of interactive and engaging content in strengthening brand loyalty

Conclusions	Theoretical and managerial contributions
This study empirically verifies a holistic model showing SMMA’s role in developing brand loyalty through consumer self-brand connections, brand equity and brand trust	Enhances understanding of the complex relationships between SMMA and key branding constructs, proposing a comprehensive model that integrates these elements for the first time
Findings indicate that both strong self-brand connections and brand trust are crucial for achieving high brand loyalty. Conversely, a lack of self-brand connection can undermine loyalty, even in the presence of brand trust	Emphasizes the importance of creating content that resonates with the consumer’s self-image and maintaining transparency and engagement to build trust
The research underscores the value of a holistic approach to analyzing the impact of SMMA on brand loyalty, suggesting that certain combinations of factors are more effective than others	Encourages a nuanced examination of the factors contributing to brand loyalty, highlighting the importance of considering multiple brand-related constructs in relation to each other
Effective social media strategies are identified as key drivers of brand loyalty, with a focus on developing authentic connections and trust with consumers	Recommends leveraging social media to develop a consistent brand voice and engage with consumers in a meaningful way. Highlights the role of interactive and engaging content in strengthening brand loyalty