Analyzing Impact of determinants of brand loyalty on social networking sites

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.