The impact of social media marketing on brand loyalty (Information (Scope,…
The impact of social media marketing on brand loyalty
Building and maintaining brand loyalty are one of the central themes of research for marketers for a very long time.
Marketers have utilized various means to maintain the brand loyalty of their customers. One of the recent means is the social media marketing
Customers who follow at least one brand on the social media
Social media marketing
Process that empowers individuals to promote their websites, products, or services through online social channels and tap into a much larger community that may not have been available via traditional channels (Weinberg, 2009, p:3)
As an effective use of time and resources, social media marketing give companies better communication grounds with the consumers to build brand loyalty beyond traditional methods (Jackson, 2011; Akhtar, 2011)
Half of Twitter and Facebook users say they have become more likely to talk about, recommend or purchase a company's products after they began engaged with the company on social media (Jackson,2011).
Social media enables consumers to share information with their peers about the product and service brands(Stileman, 2009; Mangold and Foulds, 2009)
Social media marketing is related to relationship marketing where the focus is more "trying to sell" to "making connection"
Social media marketing is also more sincere in its communication with the consumers, trying to show what the brand is rather than trying to control its image Gordhamer, 2009
Identify the effect of social media marketing on brand loyaltyof the consumers
Offers popular contents
Offers relevant content
Offers advantageous campaign
Advantageous campaigns on social media are the most significant drivers of brand loyalty followed by relevancy of the content, popularity of the content among friends,and appearing on different social media platforms and providing applications