Investigating the Role of Social Media Marketing towards Brand Loyalty in Online Shopping

Abstract

In the contemporary digital environment, social media has emerged as an effective instrument for companies to reach out to customers and establish long-lasting relationships. This research explores the effect of primary dimensions of Social Media Marketing (SMM)—entertainment, interactivity, trendiness, customization, eWOM, and content quality—on brand loyalty among internet consumers. Although prior studies have discussed the overall impact of SMM on consumer behavior, few have focused on how these particular elements affect brand loyalty in online shopping. Adopting a quantitative study, responses were gathered from 350 young adults and working professionals through a standardized questionnaire using a 5-point Likert scale, administered through social media platforms. For ensuring analytical strictness, statistical methods like Cronbach's Alpha, Pearson correlation, and regression analysis were employed. The results show that all six SMM dimensions have a significant and positive impact on brand loyalty, emphasizing the significance of creating compelling, customized content strategies in case of online shopping.