Impact of Brand Experiences, Social Media Sites, and Positive Word of Mouth on Brand Commitment

Abstract

Advertisement may aid in the development of brands, but it is their reliability that sets them apart. People are more likely to commit loyal to a brand if they think they share values with it. The costumer is the only boss, and he has the power to suspend everyone in the firm by simply spending his money elsewhere. Our study attempts to contribute to brand commitment by keeping in mind that customers are a tough aspect for companies. In today's market, there is a significant growth in the need for brands. According to studies, owning brands makes customers feel comfortable, protected, proud, pleased, sophisticated, and obligated. Customers prefer brands, and the purpose of this study is to investigate the impact of brand experience, positive word of mouth and social media sites on brand commitment. Our research also shows how customers may remain committed to a brand, what they require, and what the future holds for all of this. The research is quantitative in nature, with 310 questionnaires distributed to upper middle class and upper-class individuals working in different organizations as well as students in colleges and universities. The SPSS analysis was carried out to ensure that the conceptual model given was accurate. Correlation and regression analysis were also performed to assess the connection between variables. The results of this study show that all the variables have a positive and substantial impact on brand commitment. The empirical finding shows that brand experience, positive word of mouth and social media sites has an impact brand commitment. This study was conducted in the clothing business of Islamabad and Rawalpindi. There are several limits to this paper and its conclusions, but they do provide avenues for further research and it can assist others or marketers in developing the most effective approach in this sector.