Paper Title
Social Media Marketing Activities, Brand Happiness, and Brand Evangelism: A Case of Micro-Influencers

Abstract
This study seeks to examine the interrelationships among social media marketing activities (SMMAs), brand happiness, and brand evangelism within the context of fashion micro-influencers in Thailand. Data were gathered through online questionnaires from a sample of 400 individuals who actively follow fashion micro-influencers on social media platforms. The analysis was conducted using structural equation modeling (SEM). The findings indicate that social media marketing activities have a significant impact on brand happiness and brand evangelism. Brand evangelism is also influenced by brand happiness, suggesting a relationship where effective SMMAs enhance emotional connections with the brand, which in turn fosters advocacy behaviors. These results highlight the critical role of micro-influencers in shaping consumer perceptions and driving brand evangelism. The study contributes to the growing body of literature on relationship between social media marketing activities, brand happiness, and brand reputation on brand loyalty in the context of micro-influencers in the fashion business. Practical implications suggest that marketers can utilize the obtained data as a guideline to develop marketing activities through social media, aimed at enhancing brand loyalty by fostering brand happiness. Keywords - Social media Marketing Activities (SMMAs), Brand Happiness, Brand Evangelism, , Micro-Influencers