The Impact of Social Media Marketing on Customer Loyalty
DOI:
https://doi.org/10.56976/rjsi.v5i4.193Abstract
One of the most effective ways for marketers right now to connect consumers with potential customers is through social media marketing. Multinational firms utilize social media marketing tools to drive their advertising strategies. Social media marketing provides businesses with more reliable grounds on which to develop customer loyalty. This study aims to investigate the impact of social media marketing on customer loyalty. Data from the manufacturing sector, which is now viewed as a high-value business with very high profit margins per unit and loyal customers, is used to support this study. Customer from manufacturing sector between the ages of 20 and 60 make up the majority of social media users, thus they are important to marketers. Therefore, in order to better their marketing initiatives, marketers must examine university students' use of social media platforms like Facebook, Instagram, and YouTube. In order to gather information about manufacturing sector adherence to social media platforms, 250 questionnaires were distributed to them in the cities of Islamabad and Rawalpindi. SPSS software is used to carry out the descriptive test, reliability test, Pearson correlation test, and regression test. The findings of the Pearson test showed a substantial and positive connection between the dependent variable, Customer Loyalty, and the independent variables, such as Facebook, Instagram, and YouTube. The model was correct when R2 was 55.2%.
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