The purpose of this study is to investigate the impact of social media
marketing activities on brand love which resulted in brand loyalty toward the brand
Erigo Apparel. Data were obtained 150 respondents using online survey and
analyzed using partial least square technique. This result indicated that social
media marketing activities had a significant effect towards brand love, social media
marketing activities had a significant impact on self-expressive brands both inner
self and social self. Also, self-expressive brands social self had a significant impact
on brand love, brand love had a significant impact on brand loyalty. Self-expressive
brands (social self) are able to mediate between social media marketing activities
and brand love.