Recently I was doing some online research regarding social media’s influence on brand loyalty. I ran across a University of Texas at Austin graduate student’s thesis*. The student had devised three hypotheses:
H1 Social media use has a significant impact on brand affect.
H2 Social media use has a significant impact on brand trust.
H3 Social media use has a significant impact on brand loyalty.
Let’s play a little game (I often do this when I see any....