A Study on the Impact of Social Media Marketing on Non local Loyalty of Tourism City Brands: A Case Study of Yantai

Abstract

Nowadays, social media has become an important way for people to perceive the image of cities, and marketers are increasingly focusing on using social media for brand management. However, the application of social media in the field of city branding has not received enough attention, and most have ignored the behavior of consumers. This study constructs an empirical research model on the impact of social media marketing on city brand loyalty, conducts a case study on Yantai, and uses a questionnaire survey method to examine the impact of social media marketing on non local brand loyalty in tourist cities. The results indicate that there is a significant positive correlation between the information, entertainment, and interaction dimensions of social media marketing and the non local loyalty of Yantai city brands. In addition, the perceived quality of city brand image plays a mediating role in this relationship.