S.

Title name Author Variables Statements

N name and
year
1. To be or not to be in Laroche, 1.Brand Ob4 – The members of this community
social media: How Reza Habibi community benefit from the community
brand loyalty is et al (2012) 2.Product Ob5 – The members share a common bond
affected by social 3.Brand with other members of the community
media? 4 Company Ob6 – The members are strongly affiliated
5 Other with other members
customers P1 – I love the product of the brand P2 – I am
6 Brand proud of the product
loyalty P3 – The product is one of my priced
7 Brand possessions
trust P4 – The product is fun to use
B1 – I value the heritage of the brand B2 – If I
were to replace the product, I would replace
it with another product of the same brand
B3 – My brand is of the highest quality
Com1 – The COMPANY understands my
needs
Com2 – The COMPANY cares about my
opinions
Oo1 – I have met wonderful people because
of the community
Oo2 – I have a feeling of kinship with the
other owners
Oo3 – I have an interest in the community
because of the other owners of the brands
L1 – I consider myself to be loyal to the brand
L2 – If the brand is not available at the store, I
would buy the same brand from some other
store
L3 – I am willing to pay more for my brand
BT1 – My brand gives me everything that I
expect out of the product
BT2 – I rely on my brand
BT3 – My brand never disappoints me
2. The Impact of Social Balakrishnan E-WOM, H1: Social Media Marketing Mediums have
Media Marketing Dahnil, Online positive significant impact on purchase
Medium Toward (2014) Advertisem intention of generation Y.
Purchase Intention ent, H1a Electronic word of mouth has positive
and Brand Loyalty Online impact on purchase intention.
Among Generation Communiti H1b Online Communities has positive impact
Y es on purchase intention.
Purchase H1c Online Advertisement has positive impact
Intention on purchase intention.
Brand H2: Social Media Marketing Mediums have
Loyalty. positive significant impact on brand loyalty of
generation Y.
H2a Electronic word of mouth has positive
impact on brand loyalty.
H2b Online Communities has positive impact
on brand loyalty.
H2c Online Advertisement has positive impact
on brand loyalty