Brand Loyalty in the Age of Digital Marketing : an Exploration of the Factors that Influence Purchase Intention.

Abstract

In contemporary times, social media has emerged as the predominant mode of operation. Social media applications have enabled remarkable expansion in human interaction in contemporary times, building upon the groundwork of Web 2.0. This research endeavors to examine the influence of social media marketing as a medium on brand loyalty and purchase intention among the younger generation. Random surveys were conducted and questionnaires were distributed to undergraduate students from various universities located in the twin cities (Rawalpindi and Islamabad) of Pakistan. A total of 600 questionnaires were disseminated, yielding a response rate of 50%. The recorded responses are subjected to statistical analysis, employing techniques such as correlation and regression, via the utilization of SPSS software. Six hypotheses were formulated and evaluated through reliability analysis, correlation analysis, and regression analysis. The findings suggest that online marketing communications, such as electronic word-of-mouth (E-WOM), online communities, and online advertisements, are efficacious in fostering brand loyalty and promoting the intention to purchase products through both company websites and social media platforms. The aforementioned findings suggest that social media has emerged as a crucial marketing medium for marketing managers to target the younger generation of consumers. The statement suggests that the cyber realm holds significant value in contemporary marketing practices, facilitating expedited and streamlined communication between marketers and consumers. The present study offers a framework for multinational corporations to contemplate the implementation of social media marketing strategies as a means of promoting their products and brands.