The Impact of Social Media Marketing on Brand Loyalty

Abstract

Marketers have applied diverse methods to hold the brand loyalty of their customers, together with brand elements, classical advertising and marketing blend variables, and new strategies of advertising and marketing. The consumer's decision to buy a particular brand’s product repeatedly is an emotional decision. Consumers have the perception that brands have qualities that will meet their expectations and identify with consumers on an individual level. Having loyal customers can help a business overcome its competitors and forms a competitive advantage that it requires to succeed in the market. Loyal customers can help a company increase its revenue several times when compared to other customers. Brand loyalty and customer loyalty can easily be confused with each other, but they are two different things. Brand loyalty is achieved when a customer continuously purchases a brand's product and offerings over other brands, and they use those products and services and are satisfied with them. But customer loyalty is achieved by giving consumers with different offers, coupons, and loyalty programs that make them to make repurchases.