https://mail.insyma.org/proceedings/files/original/articles/14_Hikari%20murashima.pdf Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Proceedings of the International Symposium on Management (INSYMA) (Vol 21, 2024) Proceedings meta_title Impact of Social Media Marketing of Japanese Craft Brands on Brand Loyalty: A Conceptual Model Author #1 Hikari Murashima Abstract/Description This study examines the impact of social media marketing on brand loyalty within the realm of traditional Japanese crafts, renowned for their cultural significance. Drawing on the existing theories in marketing research, this paper proposes a conceptual model that explains how social media platforms influence consumer loyalty. The goal of this paper is to shed light on how social media enhances brand engagement and facilitates brand communication, and how these factors contribute to brand loyalty. Notably, many traditional Japanese crafts are predominantly marketed through exhibitions or physical stores, but the efficacy of social media remains unclear. By uncovering the potential of digital marketing for Japanese traditional craft brands, this research offers valuable insights and practical implications for navigating the contemporary marketing landscape, particularly in leveraging social media to bolster brand loyalty in cultural and creative industries. keywords a;b;c;d Social Media Marketing, Brand loyalty, Consumer Engagement, Brand Community, Brand Communication publication_date 2025/06/20 2024/06/15 pdf_url https://insyma.org/proceedings/files/original/articles/14_Hikari%20murashima.pdf abstract_html_url https://insyma.org/proceedings/items/show/ https://insyma.org/proceedings/items/show/180 firstpage 70 lastpage 75 issn 3047-857X 3047-857X conference Proceedings of the International Symposium on Management (INSYMA) Proceedings of the International Symposium on Management (INSYMA) publisher_name Fakultas Bisnis dan Ekonomika, Universitas Surabaya Fakultas Bisnis dan Ekonomika, Universitas Surabaya no article 180 Volume 21 URL https://insyma.org/proceedings/files/original/articles/14_Hikari%20murashima.pdf Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Impact of Social Media Marketing of Japanese Craft Brands on Brand Loyalty: A Conceptual Model Creator An entity primarily responsible for making the resource Hikari Murashima