Download Social-Media-Abstract

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.