Abstract
This research discusses the impact of social media marketing on establishing brand love and the mediating effect of brand love on promoting brand loyalty in the restaurant landscape of Pakistan. The major focus of carrying out this research was to analyze how different social media advertising elements have a profound impact on establishing brand love and how it leads towards promoting brand loyalty. This research includes three independent variables, one mediating variable and one dependent variable. The independent variables included Word of mouth, trendiness and customization. The mediating variable was brand love and the dependent variable was brand loyalty. The collection of the data was carried out through an online questionnaire made on Google forms and had 303 respondents. The data collected was analyzed through software called SPSS, and different statistical tests such as Cronbach’s Alpha, correlation and regression and Hayes Process to test mediating effect were conducted. The results of these tests indicated that the elements Word of Mouth (WOM), Trendiness and customization do play a major role in establishing brand love and loyalty. The study could be further improved if we include more variables for analyzing the impact of social media.
Highlights
Social Media Platforms are currently the center for marketers, and empowers them to identify and segment their consumer profiles, to have a rundown of the objective market they need to draw in with, and enables them to see and explore their very own rundown of associations and in some cases the associations made by others in the framework
Context The primary motivation behind carrying out this research is to observe the effects of social media marketing on establishing brand love and there forth promoting brand loyalty. 3 variables of SMMS have been selected to observe their impact on establishing brand love
This research was centered around examining the impact of social media marketing on establishing brand love and promoting brand loyalty in the restaurant landscape of Pakistan
Summary
Social Media Platforms are currently the center for marketers, and empowers them to identify and segment their consumer profiles, to have a rundown of the objective market they need to draw in with, and enables them to see and explore their very own rundown of associations and in some cases the associations made by others in the framework. The idea of giving various types of marketing efforts contrasts from site to site. Twitter, Facebook, MySpace, have their own specific manners and terms and conditions for promoting.
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