Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Effects of Social Media Communication on Brand Loyalty Rizwan Ali Khadim The University Of Lahore. Lahore, Pakistan Abstract Social media is continuously changing the brand communication tools in the corporate world. Social media is an effective platform with an extensive impact on individual as well as industry communication. Social media plays a significant role in how consumers learn, research, and share the information about their brands and products. Brands are also using social media networks for the sponsorship and advertising of their products. The current study examines the impact of social media communications on brand equity, brand trust and brand loyalty through social media sites. An online survey is conducted through social media forums including Facebook, Skype and Twitter to collect data regarding social media communication of a well reputed garments company’s brand in Pakistan and a logical questionnaire consisting of measurement scale is distributed online to 800 customers of well known clothing brands. Out of 800 questionnaires, 519 were received. During data screening and entry, 11 questionnaires were rejected due to incomplete answer. Therefore, 508 questionnaires were completed in all respect and seemed to be helpful for the study. So, the positive response rate is 63.20%. The empirical results show positive and significant influence of firm created and user generated social media communication on brand trust, brand equity and brand loyalty. The findings help to identity the prospects and difficulties of companies are facing with this impact on consumers brand perception in order to seize and squeeze the possibilities in the new marketing. These findings also help the brand managers and marketing professionals to understand the consumer behavior and perceptions about brands through social media communication. Keywords: Social media communication, brand trust, consumer perception, brand equity, consumer behavior and brand loyalty.