Elements of social media marketing influencing brand loyalty in the Zalo messaging app
Published: July 29, 2026
Abstract
This study investigates the factors influencing brand loyalty for the Zalo messaging application, focusing on the role of social media marketing. Using a quantitative research approach, data were collected from 366 Zalo users between June and July 2024 through non-probability and convenience sampling methods. Multiple linear regression modeling was employed to analyze the data. The results reveal that entertainment, customization, advertising campaigns, and electronic word-of-mouth significantly enhance consumer brand loyalty, while trendiness and interactivity show no substantial impact. This study provides valuable insights for managers and policymakers in developing strategies for over-the-top (OTT) platforms and messaging applications, particularly within the context of social media marketing in Vietnam.
Keywords
social media marketingsocial media marketing activitiesmarketing relationshipdigital marketingbrand loyalty
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