PERCEPTIONS OF A BRAND’S SOCIAL MEDIA MARKETING ON CONSUMERS LOYALTY

Abstract

At present, from Malaysia’s population that consists of over 32 million people, 91.7% are social media users. This data is an evidence that businesses need to move to the online platforms to be able to reach more customers and to ensure the customers retention and loyalty. Therefore, this research investigates and describes the concept of consumer perception of a brand’s social media marketing on consumers’ loyalty. The study examines the different approaches adopted by companies to build their loyal customer. Consequently, there are four variables that have been discussed in this study which are trendiness, customer experience, community outreach and customer expectation. All of these factors were analysed using frequency analysis, descriptive analysis, reliability analysis, multiple regression analysis and correlation analysis. The results show that there is a significant relationship between customer experience and customer expectation and customer loyalty. Whereas, customer outreach and trendiness showed insignificant results towards customer loyalty. Customer expectation was the variable that has the strongest impact on customer loyalty. This finding is aligned with past research and proves that when the gap of customers’ expectations and final product or services are reduced, they will turn to be a loyal customer to the brand and support the brand continuously.