ENHANCING CUSTOMER RETENTION SUSTAINABILITY THROUGH SOCIAL MEDIA MARKETING ACTIVITIES WITH HYBRID NETWORK APPROACH

Abstract

The significance of a well-balanced hybrid strategy becomes clear in this digital age where firms may reach their audience through platforms like Facebook, Instagram, and Snapchat. 370 samples from social media users on sites like Facebook, Instagram, and Snapchat were gathered using a questionnaire as the main data collection tool. Our exploratory, conclusive descriptive cross-sectional study's results demonstrate the critical roles that Trendiness and Customization play in influencing Brand Awareness. Moreover, the complex relationship among Trendiness, Customization, and Word of Mouth shapes Brand Image considerably, revealing the complementary effects of online and offline interactions. Most importantly, the research reveals a chain reaction whereby Brand Image and Brand Awareness together have a significant impact on Repurchase Intention, highlighting the strategic significance of a Hybrid Network.