Vol. 3, Issue 10 (2016)
Influence of social networking sites (SNS) on brand loyalty: An analytical study
Author(s): Anitha Rose, Dr. Reshmi A Rajan
Abstract: Ever since the phenomena of brand loyalty are identified, one of the key themes in marketing research is constructing and maintaining brand loyalty. Marketers make use of various innovative strategies to build maintain and strengthen brand loyalty of their customers. The marketing through social networking sites is the latest strategy that they are heavily depending upon. The aim of the current research is to identify impact of marketing through social networking sites on brand loyalty. The scope of the study comprises of customers who follow at least one brand on social networking sites in India with special reference to face book. The data were collected through the administration of a structured questionnaire with a sample of 155customers of Himalaya herbals and tested via appropriate statistical tools. ANOVA, chi square test Correlation and regression analysis were the statistical tests made use in the study. The results of the study showed that brand loyalty of the customers is optimistically affected when the brand (1) lets people express their experience (2) responds immediately to their queries(3) offers various interesting useful and enjoyable applications through SNS.(4)offers relevant, popular and interesting content,(5)appears on various platforms (5)does advantageous campaigns. Customers show an intensified tendency to share captivating picture messages, music, funny and motivational audio and visual contents on social media platforms. Based on the results, this study can be considered as a pioneer in this area of marketing since the internet population has an interestingly different kind of composition in India in the last couple of years.