Impact of Social Media Marketing towards Brand Loyalty, Evidence from Fast Food Industry in Pakistan

Abstract

Purpose- The purpose of this research is to examine the impact of social media marketing towards brand loyalty, a case of Pakistan fast food industry. This study explored the effects of three important factors of social media marketing (SMM) electronic word of mouth (e-WOM), online communities and online advertisement on brand loyalty. Brands engage their customer via user generated content, their compelling ads and online communities about their quality products or services, which ultimately leads to brand loyalty. Methodology- Convenience sampling approach was used and 500 questionnaires were distributed among the fast food restaurant visitors (Howdy, Pizza Hut, Hardees, McDonald’s, KFC, Roasters) and university students in Rawalpindi and Islamabad. 491 responses were collected out of total sample size of study. Results- The results showed that brand loyalty of fast food consumers is strongly influenced by social media marketing factors. This suggests that to retain the customers for longer period of time fast food restaurants of Pakistan needs to stay and in touch and engage the consumers online. Social media marketing plays important role in building brand of fast food restaurants but at the same time helps in retaining consumers with strong love for brand. The results of study will also provide insights of most used social media platform by fast food restaurant consumers and the impact of different important factors of social media marketing to build loyal customers. All the hypothesis of study is accepted.