Abstract
The main aim of this study is to investigate the impact of social media communication on customer loyalty and social customer relationship and examine the mediating role of social customer relationship between social media communication and customer loyalty. An online survey was used to gather information from followers of retail chain store Facebook pages in Sri Lanka, total of 340 respondents were invited to collect the information. The proposed model was tested using structural equation modeling, and confirmatory factor analysis was used to assess the reliability and validity. The main finding of this study is that the social media communication influences consumer loyalty and social customer relationships positively, while social customer relationships partially mediate the relationship between social media communication and customer loyalty among customers of retail chain stores in Sri Lanka. Retail chains use many marketing communication tools to attract and retain their customers, they should dedicate their effort to implement social media communication as one of the marketing communication media strategy for improved customer loyalty. Keywords: Social media communication, social customer relationship, Customer loyalty, Marketing communication strategy DOI: 10.7176/EJBM/13-14-09 Publication date: July 31 st 2021
Highlights
IntroductionToday's companies are putting a lot of effort into developing social media communications (Faiz & Diya, 2019)
Businesses place a high priority on getting closer to their consumers
The main aim of this study is to examine the effect of social media communication on customer loyalty and social customer relationship, as well as, to assess the mediating role of social customer relationship between social media communication and customer loyalty among Sri Lankans
Summary
Today's companies are putting a lot of effort into developing social media communications (Faiz & Diya, 2019) It turns out customers much more pragmatic. Social media, such as social networks or microblogs, are gradually replacing conventional media, and increases the emerging marketing opportunities by communication with customers in a more efficient way (Michael et al, 2019). This trend of customers being social media fans of brands and using social media as a source of knowledge about products and services is growing. Companies are using social media to expand their contact with customers, and the result is improved customer engagement
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