Abstract:
Purpose
The purpose of the study is to evaluate the impact of determinants of brand loyalty that are brand
distinctiveness, social interaction and self expression on social networking sites.
Methodology & Design
It is an exploratory research based on deductive approach used the quantitative research method to
analyze the cause and effect relationship of variables. Data was collected through questionnaire
using convenient probability sampling. Regression analysis was used to evaluate the hypothesis.
Findings
The results were partially consistent with the hypothesis, it was observed that self expression, brand
distinctiveness and social interaction have a positive significant relationship with the brand loyalty
on the other hand the mediating effect ofsocial media is negatively associated with self expression
and social interaction while brand distinctiveness has a positive association with the social media.
Limitations
The short time frame is the biggest limitation found during the research it prevented the researcher
to collect a large sample size that can represent the rightful view of the target population that is
Pakistanis’ social media users. The study is further limited to small set of variables for presenting
the behaviour of consumers.
Recommendations
The research recommends the managers and professionals to focus on enhancing the consumer
experience with the brand; advancements in its attributes, increase in brand engagement and
involvement, developing the social interaction and even the welcome greetings of receiving a
customer on social media site enhances the experience of the customer with brand and in turn it
increases the brand loyalty among customers.
