Social Media Brand Loyalty

The aim of this study is to focus on the latter mean of building brand loyalty, social media marketing i.e defined as the 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.

The main purpose of the marketers in today’s era is to build and maintain the brand loyalty of the customers. Social media is the evident source of marketing and promoting different products and services and is being used by the many businesses to tap into a new competitive environment of changing technologies. Businesses tend to gain evident popularity by targeting customers who are brand loyal to specific brands

The rapidly increasing trend of using social media marketing in Pakistan is the main purpose of my study in which the study is emphasizing the different trends like advantageous campaigns, one-to-one marketing, relevant content offered by the social media etc. taken by the vast media to influence the brand loyalty of consumers. 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

1.3) Problem statement:

The problem of the study is to find out the effect of social media marketing on brand loyalty of the young consumers who have at least one account on any of the social media platform ( Facebook, Twitter, Daily motion, Youtube and OLX )

1.4) Objectives:

1. To access the effect of social media brand communities on brand loyalty.

2. To determine the effect of advantageous campaigns of social media on brand loyalty.

3. To explore the effect of direct interaction between customers and companies on brand loyalty.

4. To explore the effect of updating relevant content on brand

Ho: Brand loyalty of the customers is not affected when the brand offers effective advertisements on social media.

H2: Brand loyalty of the customers is positively affected when the brand offers effective advertisements on social media.

Ho: Brand loyalty of the customer is not affected when there is a direct interaction between customers and companies on social media

H3: Brand loyalty of the customer is positively affected when there is a direct interaction between customers and companies on social media

Ho; Brand loyalty of the customers is not affected when the brand frequently updates its contents on social media

H4: Brand loyalty of the customers is positively affected when the brand frequently updates its contents on social media.

1.7) Research Design:

 Research Technique:

The research type will be quantitative and descriptive in nature.

 Target population:

Young consumers between the age group of 16-24 years who uses social media platforms and have an account in any of the social networks.

 Sample size:

Sample size will be 300 respondents, who have an account in any of the social networks and follow at least one brand on social