Abstract
Social media being established as an effective medium of communication, marketers now highly focus on social media marketing create brand awareness and institute brand loyalty. Considering social media is the most popular among the urban youth of the country and Facebook being most popular social media site, this study is thus designed in order to identify the impact of Facebook marketing on urban youth’s brand loyalty. Information was derived by conducting a validated questionnaire with a sample of 306 people which was further evaluated through regression analysis. It was found night time, 08:01 PM – 5:59 AM, is the most popular time period for the urban youth to use Facebook. Funny, informative, international/ national news contents are top preferred content on Facebook. A positive relationship between urban youth’s brand loyalty and components such as advantageous campaign, facebook group, popular contents and brand’s relevant contents of Facebook marketing. Whereas, updated content and electronic word of mouth (E-WOM) rather had a negative influence on the brand loyalty of the urban youth.
Highlights
Amongst all the sites in the social media, Facebook stands to be a site where the urban youth spend a significant amount of their everyday life
As the urban youth of the country aged between 15-33, will be the main source of income generation in the 5 years so marketers are considering to have a strong presence virtually to grab this segment of the market by creating brand awareness and brand loyalty amongst them for long term return
This study focuses on the influence of social media marketing on urban youth loyalty in context of Bangladesh
Summary
Amongst all the sites in the social media, Facebook stands to be a site where the urban youth spend a significant amount of their everyday life. As the urban youth of the country aged between 15-33, will be the main source of income generation in the 5 years so marketers are considering to have a strong presence virtually to grab this segment of the market by creating brand awareness and brand loyalty amongst them for long term return. Marketers have been dwelling on the importance of brand loyalty for a long time as brand loyalty establishes the relationship that a customer shares and identifies with a brand (Keller, 2008), Marketers first priority stands to be, sustaining brand loyalty amongst its customer base which they have been crafting for so long. Earning loyal customers doesn’t only give the brand a competitive edge in the market but it helps boast the company’s revenue through increased sales, profitability and market share (Keller, 2008; Aaker, 1991; Kapferer, 1997)
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