<![CDATA[This study tests the influence of five social media marketing (SMM) dimensions on brand loyalty among mobile banking users in Indonesia, mediated by brand perceptions of attractiveness, trustworthiness, and expertise. Data from 217 users were collected via an online survey and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that functional and relational SMM dimensions specifically customization, entertainment, and interactivity significantly enhance brand loyalty. Conversely, trend focused content proved ineffective and negatively impacted perceptions of brand expertise. This study contributes by demonstrating that in high-trust financial services, SMM strategies must prioritize credibility and personalization over fleeting trends, challenging the universal effectiveness of trend-based marketing. Practically, banks should design social media campaigns emphasizing credibility, personalization, and customer engagement.]]>
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