Revitalizing Brand Loyalty through Social Media Communication: A double mediation survey

Abstract

Today, building and keeping up brand loyalty are among central themes of research for marketers. They have utilized innumerable tactics to sustain brand loyalty over a period. However, the concept of brand loyalty is vanishing nowadays due to shift in means of communication. Intention of the study is to explain the pronounced impact of social media communication on brand loyalty in apparel industry, provided that the phenomenon is grabbing more attention of marketing industrialists and researchers. An online survey was carried out through various social media forums including Facebook, WhatsApp and Twitter to collect data from household consumers. Data were collected from all over the Pakistan via structured close ended questionnaires. Out of 500, just 452 responses were acknowledged. The findings from path analysis revealed a strong positive relationship between social media communication and brand loyalty. Results shed light on the fact that brand trust and brand equity are equally crucial to sustain brand loyalty, since alone social media communication is not sufficient. Findings are expected to assist marketing managers in developing and sustaining brand loyalty in this phase of digital communication. Based on the outcomes, this study can be considered as a landmark breakdown in this era and proposes some considerable strategies for the marketing managers.