Understanding the Role of Social Touchpoint Contents in Influencing Brand Loyalty Among Sri Lankan Millennials

In the digital era, social media has become the primary socializing platform for consumers, encouraging brands to establish strategic touchpoints through social media content. Social touchpoint content plays a vital role in shaping consumer perceptions and achieving marketing objectives. This study examines the impact of social touchpoint content on brand loyalty among millennials in Sri Lanka’s e-tailer industry. Millennials represent a tech-savvy generation with high purchasing power and relatively low loyalty levels; therefore, understanding their behavior is essential for sustainable revenue generation. The study is grounded in attachment theory, which conceptualizes brand loyalty as an emotional bond similar to that between a child and a caregiver. Trust is identified as a critical mediating factor, and brand trust is incorporated into the research model based on prior literature. Data were collected from 384 Sri Lankan millennials using purposive sampling based on their preferred e-tailer brand. Partial Least Squares Structural Equation Modeling (PLSSEM) with SmartPLS software was applied due to non-normal data distribution. The findings reveal a relationship between social touchpoint content and brand loyalty, with brand trust partially mediating this relationship.