Factors influencing consumers repurchase intention among telecommunication brands in Somalia : the mediating role of brand loyalty

Abstract

With the fostering of social media marketing, the repurchasing intention of consumers has developed over time, and traditional marketing strategies are gradually replaced. Marketing strategy using social media channels in which customers are vigorously finding infornation with a product or services and other consumers' experiences before making a purchase has become the most exciting tactic that companies rely on mostly. Besides, eWOM is consumer review, comment, share and user experience via the internet and it serves as a valuable resource before making a purchase or repurchase. Both social media marketing and eWOM also influence consumers' brand loyalty, which ultimately affects repurchase intentions of consumers. The present study aims to examine factors influencing consumer repurchase intention among telecommunication brands in Somalia with the mediating role ofbrand loyalty. Factors used under the study include social media marketing and eWOM. A four . hundred self-administrated questionnaires were distributed, among 3 54 of those were valid and used as the final data due to the screening question in the questionnaire. The data was collected from people living in seven cities in Somalia (Mogadishu, Hargeisa, Garowe, Baidoa, Dhusamareb, Jawhar, and Kismayo) and following at least one social media account of telecommunication brands. Uses and Gratification Theory (UGT), and Self-congruity theory were employed as the study's theoretical foundation, and seven hypotheses were developed and tested. Exploratory factor analysis, linear and multi regression analysis, and mediation analysis were used to analyse the data. The findings of the study demonstrated that social media marketing, eWOM and brand loyalty have a positive and significant influence on consumer's repurchase intention. Similarly, the results depicted that brand loyalty mediates the relationship between social media marketing and consumer's repurchase intention and the relationship between eWOM and repurchase intention. Therefore, based on the findings of the study, marketing staff for telecommunication brands in Somalia need to implement sound marketing strategies that capture and lure the consumers' mindset, which eventually lead to having loyal customers and committing repurchase intentions or buying decisions. Likewise, marketers must appreciate the importance of eWOM. They need to concentrate on creating spaces where consumers can share their experiences, enabling the firm to have potential customers leading to be real customers and, lastly, being loyal to the brand.