Impact oF Face Book Marketing on Brand Loyalty. A study on E-Commerce Industry

Abstract

The research study has aimed to investigate the relationship between Facebook marketing and its impact on brand loyalty. The study was conducted in Islamabad at two universities including Bahria University Islamabad Campus and Air University Islamabad campus. In our research, Facebook marketing is the independent variable and brand loyalty is the dependent variable. An adapted questionnaire is taken and data is collected from 200 questionnaires. 113 respondents were males, 84 females and the remaining preferred not to distinguish their gender. The scale of significance 5 percent or p value of 0.05 is used to study the hypothesis. A p value less than 0.05 indicates that hypothesis is accepted and p value greater than 0.05 indicates that the hypothesis must be rejected. Facebook marketing and brand loyalty are not correlated at significance value of 0.05. Adaptive questionnaires were taken and convenience sampling technique is used. SPSS software is used to derive the theoretical model and study the research hypothesis H1 that is Facebook marketing affects brand loyalty. Based on the empirical relationship between dependent variable which is brand loyalty and independent variable which is Facebook marketing is studied through linear regression analysis. Limitation refers to what were the lacking abilities in one’s research work. In this research study, there are two main limitations. The first one is time limitation and the second one is data limited to Islamabad. Therefore, it is recommended that the study should be done broader aspect and should include more important cities of Pakistan.