Studying the Influence of Perceived Social Media Marketing and Brand Consciousness on Brand Loyalty: A Study of Rawalpindi and Islamabad

Abstract

Purpose - The purpose of the study is to understand the influence of social media marketing and brand consciousness on brand loyalty. Methodology - A survey was conducted to gather data for research. Quantitative analysis was done and the results were analysed using SPSS. Findings- The results of the study show the influence of social media marketing and brand consciousness on brand loyalty. Both the factors have a significant positive effect on brand loyalty. Practical Implications - The study wi ll help online retailers and new start-ups to focus on social media marketing and aim for more brand consciousness among the customers. Similar studies have been conducted in other regions of the world but not in Pakistan. Insights from this study will help the local retailers to place their trust in social media marketing. Originality- The idea of social media marketing having an effect on brand loyalty was not solidified by proper research in the local scenario. Similarly, the idea of brand consciousness playing a role in brand loyalty was not yet proved. This research aims at providing substantial evidence of that