THE ROLE OF BRAND CONSISTENCY AND DEAL VALUE IN DRIVING BRAND ADVOCACY THROUGH CUSTOMER SATISFACTION IN TWIN DATE SOCIAL COMMERCE PROMOTIONS

This research explores the impact of brand consistency and perceived deal value on brand advocacy, with customer satisfaction serving as a mediating variable, specifically within the setting of twin-date social commerce promotions. Employing a quantitative methodology, data were gathered from 418 users of social commerce platforms via an online questionnaire. The analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that both brand consistency and perceived deal value significantly contribute to enhancing customer satisfaction. Additionally, satisfaction exerts a strong positive effect on brand advocacy and acts as a full mediator in the relationship between deal value and advocacy. These insights underscore the necessity of designing emotionally fulfilling promotional campaigns to build customer loyalty and encourage advocacy behavior.