This paper analyses different strategies on social media that have shown to deepen brand loyalty as well as examines what brand loyalty actually is, what impact brand loyalty … Broere, Marit. With the influence of electronic word of mouth and social media marketing, it has an impact to the brand loyalty, and eventually towards purchase intentions. Two hundred questionnaires were collected at the end of the survey within Malaysia. The impact of social comparison on brand loyalty, in the context of social media.Marketing Management. Social media is forming an increasingly central part of how companies communicate their marketing strategies to their customers.
Social media (SM) is an important and emerging area of research, which is of interest to marketers and academicians. 4. The number of users of social media is increasing with the passage of time however youngsters are more inclined towards using of social media than people of other ages. This is a preliminary work on the effect of social media marketing on brand loyalty. Researchers have been studying the impact of social media marketing (SMM) on dimensions such as consumer-based brand equity, purchase intentions, attitudes and others. And do stronger brand relationships, cultivated through social media interaction, enhance brand marketing outcomes such as satisfaction, willingness to recommend, and brand loyalty? This study attempts to study the impact of social media marketing medium toward brand loyalty and purchase intention in Generation Y. Marketers have utilized various means to maintain the brand loyalty of their customers. Two Hundred questionnaires were distributed with 75 percent response rate. The analysis method in this study is using structural equation modeling (SEM). depicts the impact of social media marketing factors on brand loyalty toward fast-moving consumer goods. Moreover most of the people are logging their accounts on a daily basis and thus, it has encouraged businesses to use social media to convey their marketing messages as well. There has been a lot of research done on social media in general, specific social media networking sites and marketing strategies that show an impact on a customer’s loyalty to brands they interact and engage with on social media (on a regular basis).
Surveys are conducted randomly and questionnaire distributed to undergraduate students of Malaysian universities. H2: Social Media Marketing Mediums have positive si gnificant impact on brand loyalty of generation Y. H2 a Electronic word of mouth has pos itive impact on brand loyalty. Data analysis was conducted through SPSS 23.0 for demographic comparisons and SmartPLS 3 for evaluating the measurement and structural model of the study.
Five hypotheses were developed and tested. Researchers can conduct further research to dig more into the effects of different types of social media marketing campaigns on brand awareness, image, and loyalty as well as the impact of word-of-mouth on social media marketing effectiveness. The study employed a descriptive survey design. One of the recent means is the social media marketing. In addition, Social media is a very dynamic and progressive … Key Findings Our study provides compelling, cross-national support on the benefits of social media interaction on brand-customer relationships. Present research model includes five factors, brand loyalty as dependent and social media advertisement, electronic word of mouth, online brand communities, and community commitments as the independent factors. Before conducting the analysis, a
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