THE INFLUENCE OF PERCEIVED SOCIAL MEDIA MARKETING, VALUE CONSCIOUSNESS, BRAND CONSCIOUSNESS ON BRAND LOYALTY IN KARACHI

Abstract

Purpose: The purpose of this study is to find the gaps and flaws those existed in the previous researches. This will help in finding the impact on brand loyalty from social media marketing, keeping in view brand consciousness and value consciousness as their mediating variables Methodology & Design Quantitative data analysis has been used for this research and Non-probability purposive sampling has been used. An online survey was conducted to gather the data through Google form. Data was collected from 316 respondents on the bases to analyze the hypothesis, validity and reliability ofstudy. Findings All the hypothesis was studied in detail and the results shows us that social media marketing has positively influence “value consciousness, brand consciousness and brand loyalty”. Limitations The main issue was that the quantity of individuals who are online users specifically for brands were less and people are people use social media but, less for their buying behavior due to this responses were less than the expected and the other was that the shortage of the time due to which survey couldn’t be filled up as per the expectations. Though the developed questionnaire was distributed among the relevant platforms but most ofthe people didn’t take this type ofsurvey seriously so, they didn’t fill it up properly or rather leave it. Recoinmendations To get better accurate and effective results one should target that areas where this majority of your targeted audience from where you feel that they will end up filling your respective form with full interest and dedication. Social media marketing is going “back to basics” posts should be more relatable. They should know their audience who are people to be targeted. Brands should adopt the changing pattern of the life style and should know their customers insight. Companies should keep track on their marketing activities. These strategies are very important in order to make the brand successful.