The Role of Social Media Marketing and Brand Consciousness in Building Brand Loyalty

Abstract

The upcoming expansions in the field of information technologies (IT) have infused an influential impact on the basic marketing practices of businesses and the consumer engagement methodologies. The evolution of social media has provided massive opportunities for the dynamic businesses of today to collaborate and develop strong networks with their target customers. The research talks about the role of social media marketing and brand consciousness in building consumers’ brand loyalty. It is an empirical investigation in which a structured questionnaire was distributed among 320 respondents through convenience sampling. Data was analyzed using the SPSS version 23 examining the reliability, correlation and regression results of the study. The findings showed that a) There is a positive relationship between social media marketing and brand loyalty; b) brand consciousness has a positive impact on brand loyalty. The study provided valuable recommendations for the marketers and policy makers in developing engaging social media contents over brand communities that is different and more innovative from traditional advertising channels. Although the research study faced limited resources and time constraints, the quantitative model proposed additional moderating variables to be tested and focused on the need for a longitudinal study for greater precision and attaining pragmatic consumer insights. Overall, the proposed research portrays that active presence of brands on social media not only helps in establishing strong relationships with consumers but also in building brand loyalty.