Article Sidebar

Download
Download PDF

Main Article Content

Abstract

This study investigates the role of Social Media Marketing (SMM) in enhancing Customer Citizenship Behaviour (CCB) in the cement industry, focusing on a regional market in Manado. The research is motivated by the growing importance of social media as a platform for technical communication, relationship building, and stakeholder engagement, particularly in construction-related industries where product reliability and trust are critical. Although previous studies have highlighted the benefits of digital engagement, limited research has examined how SMM influences voluntary customer behaviours through the mediating role of Brand Loyalty (BL). Using a quantitative descriptive correlational, data were collected from 300 respondents through a online questionnaire. Validity and reliability tests confirmed that all measurement indicators met statistical criteria. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) and SPSS to test both direct and mediating effects indicated strong and significant relationships among variables. The findings reveal that SMM has a  positive effect on both BL and CCB. Mediation testing findings that BL partially mediates the relationship between SMM and CCB, indicating that SMM encourages voluntary supportive behaviours both directly and indirectly by strengthening customer loyalty. This study contributes to the literature by providing empirical evidence from an industrial, region-specific context and highlights the strategic role of digital communication in fostering customer advocacy, feedback, helping behaviour, and tolerance. These insights underscore the importance for industrial brands to invest in consistent, interactive, and value-oriented social media strategies to enhance long-term customer engagement and support.

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Tumonggor, J. S., & Kainde, L. L. (2026). The Role of Social Media Marketing in Enhancing Customer Citizenship Behaviour: The Mediating Effect of Brand Loyalty in Cement Industry (Manado). Economics and Digital Business Review, 7(1), 500–516. https://doi.org/10.37531/ecotal.v7i1.3744
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Ahmad, F., Mustafa, K., Hamid, S. A. R., Khawaja, K. F., Zada, S., Jamil, S., Qaisar, M. N., Vega-Muñoz, A., Contreras-Barraza, N., & Anwer, N. (2022). Online Customer Experience Leads to Loyalty via Customer Engagement: Moderating Role of Value Co-creation. Frontiers in Psychology, 13, 897851. https://doi.org/10.3389/FPSYG.2022.897851/BIBTEX
  2. Al-Haddad, H. (2025). The Effects of Culture and Work Engagement on Digital Transformation Performance in the Islamic Banking Industry of Kuwait. https://doi.org/10.25916/SUT.29123321.V1
  3. Balaji, M. S., Jiang, Y., & Jha, S. (2021). Nanoinfluencer marketing: How message features affect credibility and behavioral intentions. Journal of Business Research, 136, 293–304. https://doi.org/10.1016/J.JBUSRES.2021.07.049
  4. Chandra Kafle Asst Professor, S. (2019). Correlation and Regression Analysis Using SPSS. The OCEM Journal of Management, Technology, and Social Sciences, 1(1), 125–132. https://journal.oxfordcollege.edu.np/index.php/ojmts/article/view/14
  5. Chotisarn, N., & Phuthong, T. (2025). Mapping the landscape of marketing technology: trends, theories and trajectories in ecosystem research. Cogent Business andManagement,12(1).https://doi.org/10.1080/23311975.2024.2448608;WGROUP:STRING:PUBLICATION
  6. Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/J.IJINFOMGT.2020.102168
  7. Gong, T., & Yi, Y. (2021). A review of customer citizenship behaviors in the service context. Service Industries Journal, 41(3–4), 169–199. https://doi.org/10.1080/02642069.2019.1680641;SUBPAGE:STRING:ABSTRACT;JOURNAL:JOURNAL:FSIJ19;WGROUP:STRING:PUBLICATION
  8. Jain, S. (2024). Ambidextrous leadership, social capital, creative behaviour and well-being: a mediation-moderation model. International Journal of Organizational Analysis, 32(9), 1615–1634. https://doi.org/10.1108/IJOA-02-2023-3652
  9. Kandampully, J., Bilgihan, A., & Li, D. K. (2022). Unifying technology and people: revisiting service in a digitally transformed world. Service Industries Journal, 42(1–2),21–41. https://doi.org/10.1080/02642069.2021.1965578;WGROUP:STRING:PUBLICATION
  10. Kurniadi, K. (Kartha), Wahab, Z. (Zakaria), Widiyanti, M. (Marlina), & Adam, M. (Mohamad). (2021). Influence of Digital Marketing and Product Quality on Decision to Purchase Cement at PT. Semen Baturaja (Persero), Tbk. International Journal of Business, Economics and Management, 4(2), 395–400. https://doi.org/10.31295/IJBEM.V4N2.1716
  11. Lee, C. T., & Hsieh, S. H. (2022). Can social media-based brand communities build brand relationships? Examining the effect of community engagement on brand love. Behaviour and Information Technology, 41(6), 1270–1285. https://doi.org/10.1080/0144929X.2021.1872704;WEBSITE:WEBSITE:TFOPB;PAGEGROUP:STRING:PUBLICATION
  12. Mithin, L. A. (2025). Measuring customer attitude towards Crown Cement. BRAC University. https://dspace.bracu.ac.bd:8443/xmlui/handle/10361/26703
  13. Mulcahy, R., Russell-Bennett, R., & Previte, J. (2021). Creating Loyal Prosocial Transformative Service Consumers: A Proposed Model With Direct and Indirect Effects. Australasian Marketing Journal, 29(1), 41–53. https://doi.org/10.1177/1839334921998518
  14. Mushtaq, A., Hussain, N., Qasif, M., & Latif, A. (2025). IMPACT OF SENSORY MARKETING AND BRAND EXPERIENCE ON PERCEIVED BRAND PRESTIGE AND ITS IMPACT ON BRAND LOYALTY IN LUXURY RETAIL: THE ROLE OF CONSUMER PERSONALITY TRAITS. Journal of Management Science Research Review, 4(3), 186–223. https://doi.org/10.5281/zenodo.16457627
  15. Naparin, M., Prihatiningrum, R. Y., Claudia, M., & Adriani, A. (2025). Transforming customer behavior into pro-environmental citizenship as a new challenge in sustainability-based marketing communication in ecotourism industry. Cogent Business & Management. https://doi.org/10.1080/23311975.2025.2567628
  16. Pai Vernekar, V. G., G Pai Vernekar, B. V, Houwing, E., Delft, T., Supervisor Ir van Os, st M., & Supervisor, N. (2025). CRAFTING A COMPREHENSIVE SOLUTION TO PERSISTENT PAYMENT ISSUES IN THE CONSTRUCTION INDUSTRY: STRENGTHENING RELATIONAL RESILIENCE Crafting a Comprehensive Solution to Persistent Payment Issues in the Construction Industry: Strengthening Relational Resili…. Delft University of Technology.
  17. Rezapoor Nikroo, M., & Postdoc-Ass Svenja Diegelmann, C.-S. (2024). Helping others, advocating, or giving feedback: How can digital content marketing (DCM) lead to customer citizenship behavior? An empirical investigation in a chosen context. Alpen-Adria-Universität Klagenfurt.
  18. Shin, H., & Perdue, R. R. (2023). Developing a Multi-Dimensional Measure of Hotel Brand Customers’ Online Engagement Behaviors to Capture Non-Transactional Value. Journal of Travel Research, 62(3), 593–609. https://doi.org/10.1177/00472875211073618;WGROUP:STRING:PUBLICATION
  19. Tian, Z., Yuan, Q., Qian, S., & Guo, Y. (2022). How ex-employee citizenship behavior is generated: From the perspective of legacy identification. Frontiers in Psychology, 13, 947142. https://doi.org/10.3389/FPSYG.2022.947142/BIBTEX
  20. Vo, M. S., Huynh, D. Q. V., Nguyen, G. H., Dang, G. H. N., Huynh, D. D., Le, B. Q., & Dang, N. M. (2022). The impact of Marketing Communication Content Distributed on Social Networks on Electronic Word-of-Mouth. Journal of Distribution Science, 20(5), 65–74. https://doi.org/10.15722/jds.20.05.202205.65
  21. Zaman, S. U., Amir, M., Alam, S. H., & Khan, S. (2025). Sustaining Customer Loyalty in Banking: A Study of Relationship Marketing and Service Quality. Journal of Asian Development Studies, 14(1), 845–862. https://doi.org/10.62345/JADS.2025.14.1.66
  22. Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). SAGE Publications.
  23. Blau, P. M. (1964). Exchange and power in social life. John Wiley & Sons.
  24. Berry, L. L. (1983). Relationship marketing. Emerging perspectives on services marketing, 66(3), 33-47.