Figure 1
A diagram showing the relationships between social media marketing activities, customer satisfaction, and brand awareness and loyalty.The diagram illustrates a research model based on the SOR theory. It shows how social media marketing activities (Stimulus) influence customer satisfaction (Organism), which in turn affects brand awareness and brand loyalty (Response). Direct effects are indicated by H2, H3, H4, and H5, while indirect effects are shown by H6 and H7. Arrows depict the flow of influence from stimulus to organism to response.

Research model. H2, H3, H4 and H5 indicate direct effects. H6 and H7 indicate indirect effects

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