STUDY ON IMPACT OF SOCIAL MEDIA MARKETING ON BRAND LOYALTY

Abstract

Brand loyalty is expressed as a phenomenon of consumers to continuously purchase one brand’s products over another again and again. Consumer behavior establishes a design that consumers will continue to buy products from a brand that has nurtured a trusting relationship. The importance of customer loyalty impacts almost every metric important to running a business. Social media is known as a group of web-oriented applications that is constructed on the conceptual and technical foundations of the World wide web which allows the creation and transformation of consumer-generated content. Consumers use social media to search for data about wanted products with the best prices. While making a purchase, consumers have different outlooks. Consumers could be brand conscious with a tendency to interpret brands as signs of status and prestige. Contrastingly, Consumer could be value-conscious and utilize social media to determine the prices of different products from different brands, to draw the maximum value for the cost incurred. The question is “How brand loyalty can be built and strengthened through social media? Are there an impact of Social Media Marketing (SMM) activities on brand- and value-conscious consumers? “ The current research is conducted to develop a research model to understand the relationships between SMM activities, brand loyalty, brand-consciousness, and value-consciousness.