THE INFLUENCE OF PERCEIVED SOCIAL MEDIA MARKETING, VALUE CONSCIOUSNESS, BRAND CONSCIOUSNESS ON BRAND LOYALTY.

Abstract

Purpose- The main purpose of this study is to fill the flaws or gaps that existed in the previous researches. Other than that to check the impact of the social media marketing on brand loyalty, keeping in view brand consciousness and value consciousness as their mediating variables. Methodology & Design- Quantitative data analysis has been used for this research and Nonprobability purposive sampling has been used. An online survey was conducted to collect the data through Google form and total of 316 Responses were collected on the bases of which hypothesis, validity and reliability was check. Findings- the hypothesis were studied in detail and the results shows us that social media marketing have a positive impact on value consciousness, brand consciousness and brand loyalty. Limitations - The main issue was that the number of people who are social media users specifically for brands were less and people are people use social media but, less for their buying behavior due to this responses were less than the expected and the other was that the shortage of the time due to which survey couldn’t be filled up as per the expectations. Though the developed questionnaire was distributed among the relevant platforms but most of the people didn’t take this type of survey seriously so, they didn’t fill it up properly or rather leave it. Recommendations- To get more better accurate and effective results one should target that areas where this majority of your targeted audience from where you feel that they will end up filling your respective form with full interest and dedication. Social media marketing is going “back to basics” posts should be more relatable .You should know your audience who are people to be targeted. Brands should adopt the changing pattern of the life style and should know their customers insight. Companies should keep track on their marketing activities. These strategies are very important in order to make the brand successful.