The Customer’s Brand Experience in the Light of Selected Performance Indicators in the Social Media Environment (original) (raw)

The Impact of Social Media Marketing on Brand Loyalty

Procedia-Social and Behavioral Sciences, 2012

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. The aim of this study is to identify the effect of social media marketing on brand loyalty of the consumers, given that the concept is receiving increasing attention from marketing academia and practitioners. The scope of the study consists of customers who follow at least one brand on the social media in Turkey and the data were collected through the administration of a structured questionnaire with a sample of 338 people and tested via stepwise multiple regression analysis. The results of the study showed that brand loyalty of the customers is positively affected when the brand (1) offers advantageous campaigns, (2) offers relevant content, (3) offers popular contents, (4) appears on various platforms and offers applications on social media; were used by using SPSS 17.0 version. Customers prefer to share music, technological-related, and funny contents on social media platforms. Based on our results, this study can be considered as a pioneer in this new area of marketing, and propose several tactics for the practitioners.

The impact of social media marketing on brand loyalty of The 8 th International Strategic Management Conference

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. The aim of this study is to identify the effect of social media marketing on brand loyalty of the consumers, given that the concept is receiving increasing attention from marketing academia and practitioners. The scope of the study consists of customers who follow at least one brand on the social media in Turkey and the data were collected through the administration of a structured questionnaire with a sample of 338 people and tested via stepwise multiple regression analysis. The results of the study showed that brand loyalty of the customers is positively affected when the brand (1) offers advantageous campaigns, (2) offers relevant content, (3) offers popular contents, (4) appears on various platforms and offers applications on social media; were used by using SPSS 17.0 version. Customers prefer to share music, technological-related, and funny contents on social media platforms. Based on our results, this study can be considered as a pioneer in this new area of marketing, and propose several tactics for the practitioners.

The Effect of Social Media Marketing Activities on Brand Awareness, Brand Image and Brand Loyalty

Business & Management Studies: An International Journal, 2018

The aim of this research is to examine the effect of social media marketing activities on brand awareness, brand image and brand loyalty. In addition, it has been aimed to analyze the effect of brand awareness and brand image on brand loyalty in this research. The population of the research consists of the consumers who actively follow five brands with the highest social score according to the Marketing Turkey social media brand performance data on social media communication channels such as Facebook, Twitter and Instagram. In this research, quantitative method has been used and research data has been obtained via online questionnaires shared on social media from 547 brand followers with applying convenience sampling method. The obtained data have been analyzed by structural equation modeling (SEM). As a result of the analysis, social media marketing activities have been found as effective factors on brand image and brand loyalty, besides it has been determined that the most obvious...

To be or not to be in social media: How brand loyalty is affected by social media?

International Journal of Information Management, 2013

There is an ongoing debate over the activities of brands and companies in social media. Some researchers believe social media provide a unique opportunity for brands to foster their relationships with customers, while others believe the contrary. Taking the perspective of the brand community building plus the brand trust and loyalty literatures, our goal is to show how brand communities based on social media influence elements of the customer centric model (i.e., the relationships among focal customer and brand, product, company, and other customers) and brand loyalty. A survey-based empirical study with 441 respondents was conducted. The results of structural equation modeling show that brand communities established on social media have positive effects on customer/product, customer/brand, customer/company and customer/other customers relationships, which in turn have positive effects on brand trust, and trust has positive effects on brand loyalty. We find that brand trust has a fully mediating role in converting the effects of enhanced relationships in brand community to brand loyalty. The implications for marketing practice and future research are discussed.

The effect of perceived social media marketing activities on brand loyalty

Apuntes Universitarios

Social media marketing programs typically focus on creating content that will capture audiences’ attention on those platforms and encourage readers to share it across social media. The subject of this research was to investigate the impact of perceived social media marketing activities on brand loyalty. In this research, the researcher seeks to investigate the perceived impact of social media marketing activities and we intend to identify the factors affecting brand loyalty in the social security organization. Because in this research, the study of documents, articles, theses, and various books was used, and in addition, a questionnaire was also used. It can be concluded that this research is a descriptive survey in terms of its nature and method. In this research, the statistical population is based on Morgan's table and the sample size is 384 people. To analyze research data in the inferential statistics section of the Structural equation modelling technique with partial least...

Perceptions of a Brand’s Social Media Marketing on Consumers Loyalty

International Journal of Law, Government and Communication

At present, from Malaysia’s population that consists of over 32 million people, 91.7% are social media users. This data is an evidence that businesses need to move to the online platforms to be able to reach more customers and to ensure the customers retention and loyalty. Therefore, this research investigates and describes the concept of consumer perception of a brand’s social media marketing on consumers’ loyalty. The study examines the different approaches adopted by companies to build their loyal customer. Consequently, there are four variables that have been discussed in this study which are trendiness, customer experience, community outreach and customer expectation. All of these factors were analysed using frequency analysis, descriptive analysis, reliability analysis, multiple regression analysis and correlation analysis. The results show that there is a significant relationship between customer experience and customer expectation and customer loyalty. Whereas, customer outr...

The Impact of Perception Related Social Media Marketing Applications on Consumers' Brand Loyalty and Purchase Intention The Impact of Perception Related Social Media Marketing Applications on Consumers' Brand Loyalty and Purchase Intention

Emerging Markets Journal, 2019

Social media offers a social interaction environment where consumers have the opportunity to communicate with brands, exchange ideas with other users, produce content and influence the masses. Brands also create various social media marketing applications by turning these opportunities in their favor. In this study, it was aimed to measure the effect of consumer perception on marketing applications of brands on Instagram pages and their impact on brand loyalty as well as purchase intention. In this context, the research model developed was tested on Beykent University students. Data obtained by the survey method were analyzed using SPSS and Amos package programs. According to research findings, the functional value, hedonic value and self-brand image congruency perceptions towards the Instagram page of the brand in question positively affected the purchase intention, whereas the social value and co-creation perceptions did not have a significant effect on purchase intention. The functional value, social value and self-brand image congruency perceptions towards the Instagram page of the brand in question positively affected brand loyalty, whereas the hedonic value and co-creation value perceptions were found to be unrelated to brand loyalty. Furthermore, it was observed that brand loyalty mediates the whole effect of the functional value and co-creation perceptions towards the Instagram page of the brand in question on purchase intention.

Understanding Brand loyalty from the Consumer perspective: An exploratory study targeting Social networking services in Egypt

Journal of Architecture, Arts and Humanistic Sciences, 2019

In an intensively aggressive and competing market, consumers are exposed to countless choices and alternatives which makes his satisfaction very crucial. Brands employ different tactics to build long-term competitive advantage and maintaining loyalty. The future of businesses requires not only rely on creative and imaginative strategies, but also needs a deep understanding of consumer psychology to be able to predict his behavior and reach his satisfaction. Consumer became the key person and the center of attention in today's reality and future plans. Brands realized the importance of building loyalty as it lessens the time, expenses and efforts of doing business, Loyalty also could confront the competitors' plans for switching behavior. They understand how consumer satisfaction straightforwardly influences businesses. The problem is that some online and social networking services face a difficult challenge to build loyalty through engagement. The lack of emotional and face to face, linking which considered the strongest bond between consumer and brand affects negatively loyalty. Building brand loyalty via the internet is challenging because of information availability, people reviews and the wide range of competition could be an obstruction, the user can search for reviews and compare between products or services instantly makes it hard to build a long-term relationship and keeping consumer connected. Previous research focused on interpreting brand loyalty through behavioral, marketing or conceptual framework. This paper reviews brand loyalty, trying to understand it from a consumer perspective. Through a qualitative study aims to explore the factors affecting building brand loyalty in social networking services. The purpose of this study is analyzing factors that lead to building strong (Google Brand) loyalty, in Egypt.

Understanding the Concept of Social Media Marketing: The Role of Marketing Dimensions Influencing Consumer Brand Loyalty

Journal of Public Value and Administrative Insight

Marketing through social media has become one of the largest platforms for human interaction in the past decade. The total number of social media users in Pakistan has crossed 35 million, which is 16% of the population. This research focuses on empirically testing a theoretical model having social networking, community engagement, and brand use as main antecedents impacting brand loyalty with brand trust as mediator. This research used a comprehensive model of brand loyalty for the development of social media strategy to influence consumer's brand perceptions along with brand trust. The population of the study consists of those 500 consumers belonging from public sector platforms who use social media channels to purchase the products. Moreover, a non-probability convenience sampling technique is applied to gather the data via the electronic survey method. Furthermore, Structural Equation Modeling (SEM) technique, Reliability analysis, Confirmatory factor analysis techniques are ...

Brand interactions and social media: Enhancing user loyalty through social networking sites

Computers in Human Behavior, 2016

This paper aims to investigate how user loyalty can be achieved and maintained through social networking sites. More specifically, we intend to test the relationships between brands, user loyalty and social media. The research thus provides insights into user-brand relationships through social media and argues how loyal customers can be through social networking websites. Although there are considerable numbers of studies about loyalty; there exists very limited work studying user loyalty through social networking websites. This research presents clearly the reasons for engaging with brands online and examines user behaviors and loyalty. Research provided strong evidence that majority of the social network users follow brand fan pages via social media, even though they have different reasons to do so. The study also measures users' behavioral and attitudinal loyalty behaviors. Their level of trust to the information they obtained about brands through social media is also established. The hypotheses examined show that brands and customer satisfaction are both positively related to users' behavioral loyalty.