Brand Loyalty of "AT"

Who owns the "AT" brand? Obviously, there is an established community brand loyalty, but who actually manages or owns the brand of Athletic Training?

Could the lack of social presence, engagement, and interaction of the Athletic Training Strategic Alliance be causing tensions between athletic trainers and the professional organization of athletic training? This inability to establish transparency could be creating confusion and frustration in the AT stakeholders.

In the contemporary era of widespread digitalization, comprehension of the intricacies in brand loyalty on social media assumes paramount significance. There is a growing recognition among organizations of the potential benefits of employing Social Media Influencers (SMI) with their intended target market effectively.

Stakeholders ongoing interaction with brands through social media platforms is crucial for organizations aiming to succeed in a competitive market and drive engagement. There is a complex relationship in brand loyalty through follower engagement, social attractiveness, and parasocial relationships within influencer marketing.

With access to brand endorsers, it can help influence and educate while shaping the opinions and actions of stakeholders establishing a sense of relatability and trust with their followers. This provides the organization a distinctive opportunity to engage with their desired target market. Through social media, influencers repeatedly act as intermediaries connecting brands with prospective customers.

Influential brand advocates have significantly transformed how consumers interact with and develop brand loyalty. This in results influences the stakeholder's opinion. The influence is not determined by how many followers but also by the level of engagement fostered with the audience.

Could the lack of engagement or captivation on social media to our athletic training organizations be the pitfall of uniting the athletic training profession?

Ahmed, S., Islam, T., & Ghaffar, A. (2024). Shaping Brand Loyalty through Social Media Influencers: The Mediating Role of Follower Engagement and Social Attractiveness. Sage Open, 14(2).