Impact of social media communication on brand loyalty: A case study of VTV24

This study explores the impact of social media communication on brand loyalty, focusing on the case of VTV24, a journalism and media brand. In the context of social media empowering users to participate in content creation, communication is no longer one-way but involves active audience engagement. The study employs a quantitative method with 249 valid responses from social media users exposed to VTV24 content, analyzed using SmartPLS 4. The results indicate that both firm-created communication and user-generated communication positively affect brand trust. However, only firm-created communication and brand trust have a direct and statistically significant impact on brand loyalty. User-generated communication influences loyalty primarily through the mediating role of brand trust. Based on these findings, the study proposes recommendations to enhance the effectiveness of social media communication for VTV24.