The Role of Social Media Marketing and Brand Consciousness in Building Brand Loyalty

Abstract

Social media is one of the biggest developments of the past decade. There are numerous social media platforms and applications providing the ease of communication for their users. Marketers realized the importance and power of social media very quickly and started using the online media for promoting their brands. Social media platforms are also being used to engage consumers and building relationships with them. The aim of this research is to determine the role of social media marketing and brand consciousness in building brand loyalty. The research is a quantitative study in which a structured questionnaire was distributed among 300 respondents. The data was analyzed using the SPSS version 20. The results show that (1): There is a positive relationship between social media marketing and brand loyalty; (2): Brand consciousness has a positive impact on brand loyalty. Active presence of brands on social media not only helps in building strong relationship with consumers but also in building brand loyalty.