How the social media affect the customer’s loyalty?

Abstract

The rise of social media has transformed the landscape of marketing communication, playing a critical role in shaping consumer behavior. This thesis examines the impact of Social Media Features (SMF), Informativeness (INF), and Efficiency (EFF) on customer loyalty. By focusing on how these factors influ-ence consumer engagement with brands, the study aims to explore how businesses can optimize their use of social media to build and sustain long-term relationships with their customers.

This research investigates how consumers learn and develop brand loyalty through interactions on social media platforms. The study utilizes a quantitative approach, gathering data through a structured questionnaire to assess the effectiveness of SMF, INF, and EFF in fostering customer loyalty.

The questionnaire was answered by 122 peoples. The data, calculated with SPSS Software, revealed that only the EWM factor is significant (sig < 0,001) and can influence the customer loyalty within a brand. Moreover, neither SMF nor INF are significant. In conclusion, the author attests that only the EWM is a significant factor that can influence the customer loyalty within a brand.