Project Report on

“THE IMPECT OF SOCIAL MEDIA MARKETING ON BRAND

LOYALITY”
Submitted to

I.K.GUJRALPUNJABTECHNICALUNIVERSITY

KAPURTHALA
In partial fulfillment of the requirement for the

award of degree of

Master of Business Administration (MBA)

Submitted by Supervisor

Name – Vinay Kumar Dr. Manpreet Kaur

University Roll no – 2207611 Assistant Professor

DEPARTMENTOF MANAGEMENT

Swami Vivekanand Group of Institute

Banur (Punjab) India

i
 CERTIFICATE OF ORIGINALITY
This is to certify that the project report entitled “The impact of social media marketing on
brand loyalty’s” to Swami Vivekanand Group of Institute, Banur (PUNJAB) in partial
fulfillment of the requirement for the award of the degree of MASTER OF BUSINESS
ADMINISTRATION (MBA), is an authentic and original work carried out by Mr. Vinay
Kumar With enrolment no. 2207611, Admission no. 2022MBA033, has been carried out under
the guidance of “Dr. Manpreet Kuar”

The matter embodied in this project is genuine work done by me and has not been submitted
whether to this University/Institute or to any other University/Institute for the fulfillment of the
requirements of any course of study.

……………………. ………………………

Signature of the Student Signature of the Guide

Name: Name and Designation:

Enrolment Number

ii
 ACKNOWLEDGEMENT

It is a matter of great pleasure to present this report on the entitled “The impact of social media
marketing on brand loyalty” undertaken by me as part of my MBA.

I am highly indebted to DR. MANPREET KAUR for their guidance and their guidance and
constant supervision as well as for providing necessary information regarding the project &
also for their support in completing the project.
I would like to express my gratitude towards my parents & member of SWAMI
VIVEKANAND INSTITUTE OF ENGINEERING AND TECHNOLOGY for their kind co-
operation and encouragement which help me in completion of this project.

iii
 TABLE OF CONTENTS

CHAPTERNO. CHAPTERTITLE PAGE NO.

1 Introduction 1-6

2 Review of Literature 7-11

3 Research Methodology 12-18

4 Data Analysis and Interpretation 19-32

5 Findings of the Study 33-35

6 Conclusion, Suggestions & Recommendations of 36

the Study

References and Bibliography 37-38

Appendix 39-41

iv
 Chapter 1.
Introduction

Social Media Marketing: -

Social media marketing is a new marketing approach that almost every business is
implementing in order to communicate with their clients via social media. Social media is your
only choice if you have an idea and want to reach millions of people at a minimal cost. The
music business was the first to embrace social media for marketing purposes. Weinberg
describes social media marketing as "the process of allowing individuals to advertise their
websites, products, or services using online social networks in order to reach a far bigger
audience than would be feasible using traditional techniques. (Belleghem, 2011)"

So, too basic terms, social media marketing is the process by which corporate organisations
use social media websites to create visitors to their official corporate websites. Firms also
utilise social media applications to update prospective purchasers on corporate events, the
debut of a new model or product, and the most recent news about the company. It has linked
social media marketing with marketing strategy, in which businesses must shift from "trying to
sell" to "creating connections" with customers. These social media explanations lead us to the
opposite side of marketing, where building relationships with customers is the key to increased
brand loyalty and repeat purchases (Belleghem, 2011).

Businesses utilise social media as an innovative tool to develop strong public connections with
their customers via virtual networks. Because of the vast number of prospective customers
available on social media, maintaining public relations has become straightforward.
Connecting with clients on social media is also a simple matter of clicking a few buttons.
Customers are more powerful and busy these days; as a result, firms must be reachable and
available when required via online communication channels like Facebook, Twitter, blogs, and
forums. Every business should take use of the benefits of social media communication
platforms (Coon, 2010).

On various forums, video and content sharing sites, and social networks, individuals began to
produce their own articles, which they could share with their friends, other users, and even the
entire globe. Consumer behaviour has begun to shift in response to technological
improvements. In communication, users desire quickness, pragmatism, and utility.

As a result, consumers have begun to use social media more frequently, and while doing so,
they have begun to follow brand accounts that will benefit them and where they can share their
ideas, conduct brand or product research, obtain positive or negative opinions about brands,
and receive prompt responses to their requests and needs from brands. Customers are even
shopping on them (Akhtar, 2011).

1
One of the most successful social media platforms for reaching out to this new client category
is Instagram. Marketers have realised this and are adjusting to shifting market conditions.

We live in a visual world, and most people would prefer to watch a movie or look at an image
than than read a text. 65 percent of adults, according to polls, learn visually. As a result, visual
material gets 94% more views than text-only pages. Another study found that media containing
visual and video content increases the chance of returning by 64%. Twothirds of marketers
agree that visual assets are vital in brand communication, indicating that they have adapted to
the visual era. Instagram is a fantastic tool for organisations looking to cultivate loyal customers
and give visual information sought by consumers in this respect. When Instagram, a visual
social network, was launched on the App Store in 2010, it took almost two months to achieve
one million monthly active members (Ahmed, M.A., Zahid, Z., 2014).

In a year, Twitter and Foursquare had the same number of users. This also reflects Instagram's
fast expansion. Some have nicknamed Instagram the "World's Most Powerful Selling Tool,”
dominates the social networking site market. On the other hand, Facebook users interact with
businesses 58 times more than Facebook users and 120 times more than Twitter users.
Instagram is utilised by 53% of young individuals aged 18 to 29 years old.
The return on investment of sharing an Instagram photo of a for-sale product or service
improves by a factor of seven. Instagram is the world's most potent brand environment.

According to the 2019 Global Digital Report from We Are Social and Hootsuite, Instagram
was the third most popular social network in the previous year, following only Facebook and
YouTube, with one billion monthly active users. According to Instagram's addressable
advertising audience, the total number of users is 894.9 million. Over the age of 13, 50.3
percent of users were female and 49.7% were male, with 33% between the ages of 18 and 25
and 34 and 32% between the ages of 18 and 24. Turkey is tied for top position in the world
with Sweden, with a rate of 58 percent.

Turkey ranks fourth in the world in terms of users, with 38 million individuals, up 2.7 percent
from the previous year. These data back with the theory that Facebook usage has fallen in
Turkey in recent years while Instagram usage has increased.

Corporate Instagram marketing, according to studies, helps firms create relationships with
consumers and increase trust. It is critical that these commercials boost user interaction as well
as give hedonic and social values in order to spark customers' thoughts and ideas.

2
Instagram was immediately adopted by businesses and companies to communicate with their
customers. They made hashtags that included the names of their own businesses, campaigns,
or social responsibility programmes, and they occasionally included consumers in their efforts.
Those who used a unique hashtag to create contact by turning a problem into an opportunity.

Lipton's ingenious research, which was conducted after hours of trouble accessing Instagram,
is the most noteworthy example. Lipton inverted the situation and posted the statement
"Thanks, Instagram" in response to Instagram's problems with the hashtag "If tea is ready
#LetsTalkNow."

We are able to chat face to face for two hours" in a visual manner thanks to you. Lipton
continued to promote World Neighbours House Day on November 17, using the hashtag
#WorldNeighboursHouseDay.

1.1 Dimension of the Social media marketing:

Social media marketing is divided into five elements, each of which is meant to engage clients
or increase traffic to corporate websites.
1.1.1 Online Communities:
Social media may help a company or corporation build a community around its products or
services. Respondents from the vibrant community agreed and encouraged conversation, which
might help with business growth and development.
1.1.2 Interaction:
A Page on Facebook or indeed a Twitter account might be useful. send out a message to all of
its followers at the same time about a given topic. Social networking sites offer more
connection with the online community by broadcasting relevant, consumer-relevant material.
1.1.3 Sharing of Content:
In a social media situation, the sharing dimension refers to how much data an individual shares,
distributes, and gets.
1.1.4 Accessibility:
Social networking is easy to use and needs very little effort. Social networking is simple to use
and requires no specific expertise or abilities.

1.1.5 Credibility:
Everything comes down to properly delivering our information to the masses, establishing
credibility for what we do or even do, emotionally resonant your target audience, inspiring
consumers, and cultivating satisfied consumers. All businesses, small and large, may utilise

3
social media to connect and connect out to their target market, engage people directly, and build
trust by listen to what they've been to say.
The roles of businesses and customers began to evolve with the introduction of the Internet at
the turn of the century. Customers had gained the title of "customer" by the twenty-first century,
allowing them a substantial position in the virtual world.
2.1 Brand Loyalty
Brand loyalty is the foundation of any business. This indicates that brand loyalty reflects the
level of interest in a brand among consumers.
A brand that lacks loyalty is particularly vulnerable and will be soon replaced by competing
brands. Client groups that are more loyal to a single brand are less vulnerable to competitive
threats. A customer's desire to purchase the same brand on a certain product is known as brand
loyalty.
As a result, (N, 2011) brand loyalty is defined as a firm commitment to make future purchases
from the same brand. Brand loyalty is the result of a vow to form a highly valued connection
or of brand
trust. Then, according to Oliver, Brand loyalty is a definite commitment to make repeating
purchases of products/services in the future, leading to recurring purchases of the same brand,
even when there are conditions that encourage switching. Furthermore, brand loyalty is thought
to be a reaction to dogmatic behaviour in the purchasing process of a brand, which results in a
bias for specific corporations when making decisions (Çiçek, Mesut & Erdogmus, Irem, 2012).
Social media may assist organisations in developing brand loyalty through networking,
dialogue, and networking. In today's highly competitive corporate environment, social media
data is critical.
As a result, businesses utilise social media as a consulting tool to create content, features, and
activities on social media that are intended to capture customers' attention and ideas, therefore
increasing brand loyalty.
Customers like brands that are familiar, respectful, and reaffirm as a consequence of the
psychological process and one's subjectivity while dealing with the same product. The use of
social media to create brand loyalty is a modest method.
2.2 Social Media Marketing and Brand Loyalty
Marketing on social media SMM refers to strategies of direct and indirect marketing that
employ web resources like social networking, content sharing, and microblogging to increase
customer knowledge, recognition, and recall for a product, person, or brand. In simple terms,
it is a type of online advertising that exploits a society's ethnic characteristics using social media
platforms such as Facebook and YouTube, virtual networks, and opinion-based websites to
reach strategic marketing goals. Customers may be turned into marketers and advertisers that
create, modify, and distribute online information on products, services, and brands (Akhtar,
2011).
Direct and indirect marketing strategies that use web resources such as social networking,
content sharing, and microblogging to raise customer awareness, familiarity, and recall for a

4
product, person, or brand are referred to as social media marketing (SMM). It is an internet
advertising approach that uses social networks (Facebook & YouTube), virtual networks
(Second Life), and opinion-oriented sites to utilise a society's ethnic features in order to achieve
strategic marketing goals. Customers may be turned into marketers and advertisers that create,
modify, and distribute online information on products, services, and brands (Bennett, R. and S.
Rundle-Thiele, 2002).
Initially, it appeared that engaging with every single client online and responding to their
expectations would be difficult; hence, brand communities were developed to assist marketers
with this task. A brand community is, in its real definition, an organised system of social ties
manifested by brand loyalists via their like and following of certain companies.
It is established by the creation of a social network profile or the development of a self-brand
community. These communities let consumers communicate with one another by allowing
them to watch, like, and comment on one other's communications. As a result, brand pages on
Facebook, Twitter, Instagram, Snap Chat, and YouTube play an important role in building one-
on-one consumer interactions and brand loyalty. Brand communities are formed for a number
of reasons, including psychological and social demands.
Consumers join brand communities because they want to be linked with those firms' image and
reputation in order to satisfy their social needs. Consumers join brand communities on social
media to find signs and symbols that represent who they actually want to be and how they want
others to recognise them. Customers find it aspirational to be recognised by brand signs and
emblems, according to Schembri, Merrilees, and Kristiansen. For consumers, signs and
insignia of companies like Ferrari and BMW have symbolic value, as they are considered part
of their identity (Çiçek, Mesut & Erdogmus, Irem, 2012).
Customers' brand loyalty is defined as a favourable emotion about a brand and a strong desire
to buy the same company's products/services again and over again, despite competing offers or
changes in the general business climate.
Brand loyalty, according to Pettinger, is a process in which customers favour one brand and its
products above others. The researchers show many ways to brand loyalty, proving the
development of loyalty through time. This progression explores a variety of perspectives on
brand loyalty and its many elements (A. A., Rana, N. P., Dwivedi Y. K., and Algharabat R.,
2017).

The first to develop were behavioural loyalty theories, which dominated the discipline until the
1970s. In behavioural theory, loyalty is expressed as a percentage of total purchases, purchase
frequency, or purchase likelihood. Rather than the causes for brand loyalty, they chose and
allocated it based on abilities or recurring buying behaviours.

5
Problem Statement and Purpose
As social media marketing has grown in popularity, businesses are using a variety of social
media marketing tools into their digital marketing strategies, such as Instagram, a popular
social networking platform among millennials. To establish loyal consumers and buy intent,
businesses and brands are inventing numerous marketing tools and investing large resources to
engage with their customers on social media.
Little is known, however, about how these applications impact brand loyalty and purchase
intent. The current study attempted to illustrate the influence of Instagram users' impressions
of business marketing applications upon brand loyalty and buying intent in this setting.
While the primary goal of the study was to investigate the role of a brand loyalty occurrence in
mediating the impact of consumers' conceptions of online marketing app stores on social media
marketing, it also examined the associations between both the impact of consumers' levels of
engagement here on Instagram account as well as their perspectives of social marketing apps.

6
 Chapter 2.
Literature Review and Hypothesis Building

Safko and Brake (2009, s.6) communities of people who gather online to share information,
knowledge, and opinions using conversationa social media are the tools used for
communication
that have Web 2.0 attributes that is, they are participatory, collaborative, have knowledge
sharing and user-empowering tools available on the Web. As an effective use of time and
resources, social media marketing give companies better communication grounds with the
consumers to build brand loyalty beyond traditional methods (Jackson, 2011; Akhtar, 2011). A
study by Info-graphics puts forward that at least half of Twitter and Facebook users say they
have become more likely to talk about, recommend or purchase a company's products after
they began engaged with the company on social media (Jackson, 2011). Businesses can
promote products and services, provide instant support, and/or create an online community of
brand enthusiasts through all forms of social media such as social networking sites, content
communities, virtual worlds, blogs, microblogging sites, online gaming sites, social
bookmarking, news sites, forums and more (Zarella, 2010; Kaplan and Haenlein, 2009;
Weinberg, 2009). Additionally, social media enables consumers to share information with their
peers about the product and service brands (Stileman, 2009; Mangold and Foulds, 2009). These
conversations between the peers provide companies another cost effective way to increase
brand awareness, boost brand recognition and recall, and increase brand loyalty (Gunelius,
2011). Thus, it can be said that social media helps firms to build brand loyalty through
networking, conversation, and community building (McKee, 2010).
Social media marketing is different than traditional methods of marketing; therefore, it requires
special attention and strategy building to achieve brand image and loyalty. Social media
marketing is related to the consumers (Gordhamer, 2009). Companies al
objectives in a very short period of time (Coon, 2010). Social media marketing is also more
sincere in its communication with the consumers, trying to show what the brand is rather than
trying to control its
and available in every social media communication channel such as Facebook, Twitter, Blogs,
Forums at any time (Gordhamer, 2009).
Staying competitive in today's fast moving business landscape requires a solid social media
strategy. Companies hire social media experts and consultants to decide on content and
characteristics of their offers and activities in social media environments so that the hearts and
minds of the consumers are captured and brand loyalty follows (Coon, 2010). Within this
perspective, the aim of this paper is to shed light on consumer perspective on the social media
effects on brand loyalty so that implications can be drawn for firms to compose effective social
media marketing activities for their brands. Research by eMarketer has shown that consumers
go to social media sites to keep up with a brand's products and promotional campaigns
(Mangold and Foulds, 2009; Leggat, 2010). For example, Pepsi and Coca-Cola both applied
online customer loyalty programs to engage customers by offering special promotions, free
7
 (Mangold and Foulds, 2009). Additionally, customers view social media
sites as a service channel, where they can engage on real-time bases with the businesses
(Leggat, 2010). However, consumers prefer to see updated content on social media. Thus,
Google has changed the algorithm of their search system to enable customers to see the updated
content first (Freidman, 2011). Customers who are exposed to plenty of brand messages on
social media platforms filter out the content that is not relevant to them (Brito, 2011).
Therefore, providing relevant and updated content is one of the most crucial strategies to
manage a brand on social media successfully. Popularity of the social media platform and the
content among friends is another important reason for the customers to be engaged with brands
on social media. Since there are plenty of social media platforms and it is impossible to involve
in
all of them, marketers should analyze their target audience and decide to participate in the most
effective platforms to communicate with them. In addition, providing mobile applications
allow customers to engage with the brand everyday and create brand loyalty (Kim and Adler,
2011). Thus;
H1: Brand loyalty of the customers is positively affected when the brand offers advantageous
campaigns on social media.
H2: Brand loyalty of the customers is positively affected when the brand offers relevant
contents on social media.
H3: Brand loyalty of the customers is positively affected when the brand frequently updates its
contents on social media.
H4: Brand loyalty of the customers is positively affected when the brand offers contents that
are popular among the friends on social media.
H5: Brand loyalty of the customers is positively affected when the brand appears on various
platforms and offers applications on social media.

8
Research Gap

The research gap, as known as the missing piece or pieces within the research literature, is
indeed an area in the research literature that has not yet been researched or is under-explored.
This could be a demography or sample, a study technique, data collection and/or analysis, and
other investigational aspects or conditions.
The majority of brand loyalty research has focused on clothes and social media marketing.
However, no research has been conducted on the impact of social media marketing on brand
loyalty. This is a first-of-its-kind study that examines the impact of perception-related social
media marketing on brand loyalty.
Numerous research has been conducted to determine the characteristics that influence Brand
loyalty to specific companies. devoted to this subject in their study of the impact of social
media marketing activities on brand loyalty, (Çiçek, Mesut & Erdogmus, Irem, 2012)conclude
that it is favourable if the brand " "compares favourable campaigns, relevant content, popular
content, and appearances across multiple platforms& provides social media applications"
According to Gautam and Sharma (2017), social media
In this study, (al., 2016) discovered that social media marketing activities had a substantial
influence on brand loyalty, value consciousness, and brand consciousness. In their research,
(al, 2016) highlight the considerable (need recognition, information search, alternatives
evaluation, purchase decision, and post-purchase behaviour). After that, (Bilgin, 2018)
investigates the relationship and effect of social media marketing activities on brand loyalty.
For the objectives of this work, a proposed research model was constructed in accordance with
past research (Figure 1).

9
 VALUE CONSCIOUSNESS
H1
SOCIAL MEDIA H2 BRAND CONSCIOUSNESS
MARKETING
H3
BRAND LOYALTY
Figure 1: Research model
Social media marketing
Social media has turned into a marketing tool for goods and services. It enables companies to
actively engage with their customers, acts as a two-way channel of communication, and
encourages more customer collaboration and the building of a desire for equality among
customers and their brand (Ahmed, M.A., Zahid, Z., 2014)
Consumers gain from social media communication because it provides consumers with
necessary information while decreasing the effort required to discover it (Laroche et al., 2013).
According to (Kim & Co. (2010), social media may have a major impact on such a brand's
reputation. , 2010)According to a DEI World - wide study (2008), 70% of consumers visited
social media sites to simply gather information about products and services, 49% made a
purchase decision based on information obtained from a website as well as social media
platform, and 60% stated that they are likely to use social media to share information with
others. Furthermore, (Enli and Skorgerbo, 2013) state that clients commonly utilise Facebook
or Twitter to research products and services.

Social media marketing may be quite beneficial to businesses. It enables firms to show their
products to prospective customers, listen to consumer concerns and ideas, and improve and
alter their product to satisfy their demands (Ahmed, M.A., Zahid, Z., 2014)Based on previous
research, Hypothesis H1 was developed.
H1: There is a positive correlation between social media marketing activities and brand loyalty
Brand consciousness
Brand consciousness is described as both a subjective as well as intangible assessment of such
a customer's that go beyond its objective significance (Andzulis, J.M., Panagopoulos, N.G.,
Rapp, A., 2012). Brand awareness helps potential customers buy a product or service, educates
current customers about the company's offerings, and serves as a corporation emotional
connection including all consumers. Customers typically identify with brands, according to
(Berlin: Springer Heidelberg. Ajzen, I., Fishbein, M., 1980)while Escalas & Bettman (2005)
believe that consumers with increased brand awareness see brands as markers of higher status.
It is worth noting that brand conscious buyers buy pricey items and remain brand loyal not
because of perceived quality, but because of the opinions of everyone else. Based on previous
research, hypothesis H2 and H3 are created.

10
H2: Social media marketing activities are positively related to brand consciousness
2.6 Value awareness
According to Sharma (2011), value-conscious shoppers choose cheaper cost above substandard
quality. In this aspect, social media networks add value by not only saving money through
lower expenses, but also by picking the appropriate things that meet customer needs and
comparing pricing with other businesses. According to (Nayak, K. M., Bhatt, V., & Nagvadia,
J., 2021), value consciousness is a customer's assessment of a brand ‟s attitudes toward being
presented to them and what will be received.
Vogel et al., (2008), on the other hand, assert the existence of three forms of influence on value
consciousness: excellence, cost, and practicality, whereas Ismail (2017 states the following as
key dimensions of value consciousness: price-quality ratio, convenience of purchase,
usefulness of products, and time. Based on the foregoing, hypothesis H4 was developed.
H3: Social media marketing activities are positively related to value consciousness.
78 percent of buyers are still not loyal to every one brand. During social media searches,
priceconscious customers are compelled to purchase items. If indeed the prices are too
exorbitant, the consumer may reconsider and go for a lower brand. As a result, brand loyalty
suffers as a result of value sensitivity (Nagvadia, M. J., & Bhatt, V., 2020). Hypothesis H5 was
formed based on the preceding.

Brand Loyalty
Consumers' desire to purchase items from a certain provider frequently and also to remain to
that source in the long term, despite the possible benefits of switching suppliers, is referred to
as brand loyalty. (Jadhav, D. S., Upadhyay, N., & Bhatt, V., 2021)Brand loyalty may be defined
as customers' proclivity to buy items from one brand above others on a consistent basis.
Brand loyalty is defined by (Bilgin, 2018) as that of the strength of relationship between such
a relative attitude and sponsorship. (Akhtar, 2011) discuss how its social media usage by
businesses influences purchasing assumptions and risks, and consequently consumer loyalty,
in their research. Utilizing distributor social media may increase consumer trust in the
salesperson's skill, honesty, and goodwill, and the company's authenticity and goodwill can
increase Brand loyalty.

Brodie (al, 2016), on the other hand, suggest that actions in social networks, including such
developing an online brand community, have a beneficial effect on consumer loyalty.
Following that, (Bolton, R.N., Drew, J.H., 1991)conduct study on the interaction between
social media marketing as well as client loyalty. According to the study's findings, using social
media is closely tied to effective Brand loyalty (Ismail, 2016)

11
 Chapter-3 Research Methodology

3.1 Problem Statement

The goal of this study is to learn more about the elements that impact consumer social media
purchase preferences and willingness to pay for them.
The primary goal of this research is to determine what factors influence customer choices in
social media buying habits. Furthermore, the purpose of this paper was to improve knowledge
of customer views regarding brand loyalty, value consciousness, & brand consciousness in
connection to social media.
Customers should deal with overload as a result of several purchasing decisions each day and
a plethora of market possibilities. Purchase intention refers to a consumer's likelihood of
acquiring a goods or services in the near future. AIDA, which stands as attention, interest,
desire, as well as action, is a well-known HOE model in purchasing decisions.3.2 Research
objectives

12
Research Objective
1. To Study the Impact of Social media marketing on Brand Loyalty.
2. To Study the Impact of Social media marketing on Brand Consciousness.
3. To Study the Impact of Social media marketing on Value Consciousness.

Scale development

Customers must deal with information overload as just a result of many purchase decisions per
day and a profusion of market options. The chance of a customer purchasing products or
services inside the near future is referred to as purchase intention. AIDA is a well-known HOE
model for purchasing choices, standing for attention, interest, desire, and actions.

Construct Source 4
Social media marketing Ismail (2017.), Evans, (2012), Kimu I Ko (2010), 4
Brand consciousness Ismail (2017.) 4
Value consciousness Ismail (2017.), Russo (2014) 4
Brand loyalty Ismail (2017.) 4
H1: There is a positive correlation between social media marketing activities and brand loyalty.
H2: Social media marketing activities are positively related to brand consciousness.
H3: Social media marketing activities are positively related to value consciousness
Research Philosophy
A research philosophy is described as either a framework underlying premises and ideas that
enables researchers to collect data within a certain element or research subject.
The research philosophy directs the analysing of information about a specific situation in order
to build and improve coherence all through investigation.
In research theories, there are several sorts of assumptions. To begin, ontology is concerned
with the nature and existence of a phenomena, or if something exists or is only a creation of
one's mind. Ontology is divided into two categories: realism and nominalism. The highest
degree of objectivism was realism, which recognises reality as just a distinct entity outside of
human perception. Reality, on either hand, is merely a mental image, according to nominalism.
Second, epistemology is indeed the belief that investigating knowledge is critical. Similarly,
positivism as well as interpretivism are opposing epistemic perspectives.

13
In research theories, there are numerous sorts of assumptions. To begin, ontology is concerned
with the nature and existence of a phenomena, or if something exists or is only a creation of
one's mind. Ontology is divided into two categories: realism and nominalism. The highest
degree of objectivism includes realism, which recognises reality as more than just a distinct
entity outside of human perception. Reality, on either hand, is merely a mental image, according
to nominalism.

Secondly, epistemology is the belief that investigating knowledge is critical. Similarly,

positivism or interpretivism are opposing epistemic perspectives.

Research Approach
The research methodology specifies a specific technique that comprises several components
including data gathering, analysis, and interpretation, depending upon that nature of the
research.

The two types of research methodology are inductive and deductive approaches. To begin, an
inductive approach is used to construct conceptions from data in order to study a specific
occurrence. Researchers employ gathered data evidence as a foundation or assumption to
construct a theoretical foundation, leading to the formation of unconfirmed conclusions.
In a nutshell, an inductive approach enables researchers can generalization from a small scale
to a greater scale. Case researchers that seek to study the background from a certain
circumstance employ this strategy.
This approach is used effectively on tiny samples, particularly qualitative analysis, to get fresh
perspectives. After analysing the existing concepts, researchers develop a conceptual
framework as well as hypotheses, which are links between variables.
The deductive approach is used to check and confirm hypotheses by obtaining and analysing
data. Unlike the inductive approach, the deductive approach examines the validity of the
findings using assumptions or premises based on previous study. After comparing the data to
past studies, researchers may create new hypotheses or inferences.
This method is best suited towards large-scale quantitative samples with generalizable results.
For the reasons described above, the study will employ a deductive approach to analyse
relationship between variables through hypothesis testing as well as a conceptual model.

14
Research Design

Research Design is described as "procedures of collecting, analysing, interpreting, and

reporting data in research projects." Overall, it serves as a bridge between conceptual research
concerns and empirical research by outlining the strategy for getting acceptable data sets, the
methodology for processing various phases of data gathering, and how to react to the research
questions. The two most prevalent types of study designs are exploratory and conclusive.

Exploratory research strives to provide academics new perspectives and conceptions of the
challenges they're working on. As a result, the primary purpose of exploratory investigations
is to identify a variety of reasons and different solutions to a given problem. The conclusive
research design, on the other hand, can be used to create insights that can be used to form
conclusions or make decisions.

Furthermore, when opposed to exploratory research, this type of design is "likely to employ
sampling methods, advanced analysis procedures, as well as larger sample sizes. “A research
design would serve this function effectively because the focus of this research is to evaluate
the provided hypotheses and draw conclusions about the link among SMM activities and client
loyalty.

Furthermore, conclusive research can be categorized into two categories: descriptive and
causal. The former attempts to characterise certain characteristics, reasons, or occurrence in the
study area, and the latter is used to examine cause-and-effect relationships, which are
frequently aided by controlled experiments.

Furthermore, due of its quantitative capabilities, descriptive research can produce definitive
evidence since it is generally carefully organised and targeted to provide quantifiable facts. As
it is defined by such a clear diagnosis of the problem, precise hypotheses, and complete
information requests, it may be considered as an effective instrument for determining the
significance of a finding on the entire population. As a result, this research type would be
selected for this study. It is also critical to examine the two types of descriptive studies within
the descriptive sector while doing this study: cross-sectional as well as longitudinal research.

Longitudinal 30 research is defined as "gathering data from same cross section of individuals
on several occasions" using nearly the same approach. Cross-sectional studies focus on specific
concerns and collect data just once, during a short period of time.
As a consequence, the researchers chose the cross-sectional design of the study relevance and
match to the major goal of the investigation.

15
Research Method
The quantitative approach is used to select a clear and feasible research plan for reaching the
study's ultimate goal.
In general, research may be conducted using either numerical or qualitative techniques; in other
cases, a hybrid methodology integrating both methodologies is also possible. It defined
quantitative methodology as a method for putting ideas to the test, discovering facts, exhibiting
correlations between variables, and forecasting results.
To address research issues or test hypotheses, quantitative techniques frequently employ
closed-ended data like attitude, behaviour, or performance tools, as well as analyses integrating
statistical scores.
A qualitative technique, on the other hand, usually analyses underlying given meanings that
each individual or group assigns to a social object and may incorporate open-ended data
acquired via participant interviews and document collecting from various resources (private or
public). Following this, an analysis is done, which categorises words and images.
The researchers believe that quantitative approaches would have been appropriate for this study
because it wants to examine the relationship between various SMM activities and client brand
loyalty. These approaches can assist researchers in the procedures of selecting people at random
from of the general population in an unbiased manner, distributing standardised questionnaires,
as well as utilising statistical methods to analyse or falsify specified hypotheses.
3.8 Reliability of Measures/Scale
Variables No. of Items Cronbach s Alpha
Social Media Marketing 4 0.856
Brand Consciousness 4 0.910
Value Consciousness 4 0.905
Brand Loyalty 4 0.722

Sampling Design

Target Population
People who are highly aware of brand loyalty were the study's target group.
Sampling frame/unit/element
The following features of the perfect population were used in the study:
Persons- Brand Loyalty must be understood. Gender- Male & Female Age -
More than 20 year.
Sampling method

16
The study employed a convenience sampling strategy for sample selection.
Sampling size Determination
A total of 361 people were contacted.
Data collection Technique
The study's data was gathered from primary sources.
Primary data:
The primary data is collected by online survey. We collected 361 respondents received from
Gujarat region.
Primary data was acquired from 361 respondents in the Gujarat state region. An online poll
was used to obtain primary data. Respondents were emailed a link to the online questionnaire
via social media.

17
Data analysis plan
The Statistical Software for Social Sciences (spss) version 16.0 will be used to analyse the data.
Depend on factors under investigation, several statistically tests will be conducted. In the next
chapters, the deductions and conclusions taken from the results of these tests will be provided.

3.12 Reliability of Measures/Scale

Variables No. of Items Cronbach s Alpha

Social Media Marketing 4 0.856
Brand Consciousness 4 0.910
Value Consciousness 4 0.905
Brand Loyalty 4 0.722
This model is based on an average inter-item correlation and is an internal consistency model.
The much more popular metric of internal consistency ("reliability") is Cronbach's alpha.
It is most commonly when a questionnaire contains a large number of Likert scale that form a
scale or you want to evaluate if the scale is reliable.
In most social science study contexts, a dependability coefficient of 0.910 or above is regarded
"acceptable." Cronbach's alpha is 0.905 for Value Consciousness,.791 for Perceived Behaviour
Control, o.856 for Social Media Marketing, and o.722 for Brand Loyalty, indicating an
adequate degree of internal consistency and reliability for scaling with this sample.
3.12 Summary
This chapter covers the basics of research methodology. It contains information such as number
of respondents, sample unit, study design, sampling process, and research objectives, among
other things. All of the aforementioned topics are covered in depth in the preceding chapter.
The examination of the data is the next step in the process. Various statistical tests are run with
the aid of SPSS, and the results are reported in next chapter.

18
 Chapter-4
Data Analysis and Interpretation
This chapter's goal is to study your raw information and transforms it into meaningful
information. This chapter is indeed a compilation of primary data. Following the evaluation,
broad observations have been made. The data was analysed using Statistical Software Sciences
version 16.0. Depending on the factors under consideration, several statistical tests were
applied. The deductions as well as conclusions drawn from the outcomes of these tests are
presented in this chapter.
Frequencies of demographic factors: -

Variable Category Frequency Percentage

Gender Male 255 70.6
Female 106 29.4
Age Below 20 years 64 17.7
21 – 30 years 233 64.5
31 to 40 years 48 13.3
Above 50 years 16 4.4

Monthly Income: Less than 20,000 143 39.6

20,000 – 40,000 126 34.9
40,000 – 60,000 48 13.3
60,000 – 80,000 26 7.2
Above 80,000 18 5.0
Occupation Student 39.9 46.5
Businessmen 46 12.7
Employee 96 26.6
Out of Work 9 2.5
Housewife 31 8.6
Other 11 3.0
Qualification Under-Graduate 81 22.4
Graduation 194 53.7
Post-Graduation 76 21.1

Other 9 2.5

The samples obtained for the study paper included 255 males. In addition, the samples for the
study report included 106 females. The men outnumber the females in the samples, with 70.6
percent males and 29.4 percent females.
19
The selection comprised people of various ages. The majority of participants, 233, are between
ages of 21 to 30, and then used social media, as shown in the table. 48 respondents are between
years of 31 to 40, 52 between ages of 40 to 49, as well as 20 were beyond the age of 50.
In the sample, there were 143 persons with a monthly social media income of less then 20000,
126 people with a monthly social media income of 20000-40000, 48 people with a monthly
social media income of 40000-60000, and 76 people with a monthly social media income of
more than 60000-80000. There are 18 persons whose monthly social media income on brand
loyalty is more than $80,000.

Item Analysis
Social Media
Marketing

Item Strongly Agree Neutral Disagree Strongly

Agree Disagree
„I find interesting 189 122 37 8 5
Contents Shown in
social media about the
brand I am considering
to buy‟
„It is easy to deliver 122 195 31 9 4
my opinion about the
brand I am
considering.‟
„Using social media to 146 111 51 49 4
search for information
about the brand I am
considering buying is
very trendy.‟

„I would like to pass 96 146 39 21 59

along information on
brand, product or
services from social
media to my friends.‟

The frequency of a factor "Social Media Marketing" is given in the table as a result of four
independent components. These components are shown in four different ways. The first is "I
come across fascinating Contents Shown In Social Media effectively about a firm I'm thinking
about buying." There are 189 people who highly agree as well as 122 people that agree that I
find fascinating Content Seen on social media good regarding brand I am thinking about
buying. Just a few people, including such 8 or 5, strongly disagree.

20
"It is simple to express my opinion on the business I am investigating," says the second element.
There are 122 persons in total. I wholeheartedly agree with It is simple to express my opinion
about just the company I am considering, and 195 people would agree that it is simple to speak
my mind about the company I am considering. Only a few people, such as 9 and 4, firmly
disagree with it.
"Using social media to research a brand I'm contemplating buying is really hip," says the third
factor. There are 146 persons in all. Strongly agree that the use of social media to research a
brand I'm contemplating purchasing is extremely trendy, and 111 people will agree using the
social media to reach a brand I'm considering purchasing is very trendy. Only a few people,
such as 49 and 4, vehemently disagree with it.
"I'd like to share information about a business, product, or service through social media with
my peers," says the fourth criteria. There are 96 persons in all. Strongly Agree I'd want to share
brand, product, or service information from social media with my relatives and 146 others. I
agree that I would want to share information about a business, product, or service with my
friends via social media. Only a few people, such as 21 and 59, vehemently disagree with it.
Brand consciousness

Item Strongly Agree Neutral Disagree Strongly

Agree Disagree
„I pay attention to the 208 118 22 11 2
brand names of the product I
buy.‟
„Brand names tell me 119 189 40 10 3
something about the quality
of the product.‟

„Sometimes I am willing to 191 122 35 11 2

pay more money for
products because of its
brand name.‟
„Branded products that cost 114 141 33 59 14
a
lot of money are
good

quality.‟

The frequency of a variable "Brand consciousness" is given in the table as a result of four
independent components. These components are shown in four different ways. "I pay attention
to the most important brand of the things I buy," the first element adds. According to 208 people
who truly agree as well as 118 people that agree, I pay attention to the large brands of the things
I buy. Only just few respondents, including such 11 and 2, strongly disagree. "Brand names tell

21
me much about the quality of a product," says the second consideration. There are 119 persons
in total. I wholeheartedly agree with It's simple to express my thoughts on the brand I'm
contemplating, and 189 others agree because brand names reveal something about the product's
quality. Only a few people, such as 10 and 3, firmly disagree with it.
"I am prepared to pay more for things because of their brand name," says the third
consideration. There are 191 persons in total. Strongly Agree that I am prepared to pay more
for things because of their brand name, and 122 individuals Agree that they are willing to
expensive products because of their brand name. Only a few people, such as 11 and 2, totally
disagree with it.
"Branded things that cost a fortune have high quality," says the fourth criteria. There are 114
persons in total. I wholeheartedly concur. 141 individuals believe that high-priced branded
goods are of good quality. Only a few people, such as 59 and 14, vehemently disagree with it.
Value consciousness

Item Strongly Agree Neutral Disagree Strongly

Agree Disagree
„I am very concerned about 185 136 30 7 3
low prices, but I
am equally
concerned about product

quality.‟
„When shopping, I compare 139 165 42 9 6
the prices of different brand
to ensure I get the best value
for money.‟
„When purchasing a 147 157 40 10 7
product, I always try to
maximize the quality I get
for the money I spend.‟
„When I buy products, I like to 156 161 28 10 6
be sure that I am getting my
money's worth.‟

From four separate components, the frequency of the variable "Value consciousness" is shown
in the table. These elements are displayed in four distinct ways. "I am really worried about low
pricing, and I am greatly concerned about product quality," says the first consideration.
There is a total of 185 people. I'm concerned about low cost, but I'm much more concerned
with product quality, as well as 136 other people agree along me. Only just few people,
including such 7 and 3, strongly disagree.

22
"When shopping, I examine the costs of several brands to guarantee I receive the most value
for money," says the second consideration. There are 139 persons in total. I wholeheartedly
agree with When I go shopping, I research the costs of several brands to make sure I have the
best deal, and 165 people are agreeing that brand names indicate the service performance. Only
a few people, such as 9 and 6, vehemently disagree with it.
"When purchasing an item, I always attempt to optimise the quality I obtain for the money I
invest," says the third consideration. There are 147 persons in total. Strongly Agree When
buying something, I usually strive to get the most bang for my buck, and 157 people agree.
Only a few people, such as 10 and 7, vehemently disagree with it.
"When I buy anything, I want to know that I'm getting my money's worth," the fourth element
says. There are 156 people in total. I absolutely concur. When I buy something, I would like to
know that I'm getting my money's worth, that 161 other people share my opinion. When I make
a purchase, I want to know that I would be getting my money's worth. Just a few respondents,
including such 10 as well as 6, strongly disagree.

Brand loyalty

Item Strongly Agree Neutral Disagree Strongly

Agree Disagree
„I would rather stick with a 196 119 28 14 4
brand I usually buy than try
something I am not very sure
of.‟

„I have certain types of 170 133 46 9 3

brands that I always buy.‟
„I consider myself to be loyal 158 156 32 7 8
to one brand of product.‟
I feel confidence in a brand 160 163 21 14 3
that I always buy.

From four separate factors, the frequency of the variable "Brand loyalty" is shown in the table.
These elements are shown in three distinct ways. Where first element is "I'd prefer remain with
a brand I'm familiar with than attempt anything new."
There is a total of 196 people. I would rather stick with such a brand I know than try anything
new, and 119 other people agree. Just a few people, including such 14 and 4, strongly disagree.
"I have particular brands that I usually buy," says the second element. There are 170 persons in
total. I have certain brands which I always purchase, and 133 users find and I have certain
companies that I often buy. Only a few people, such as 9 and 3, firmly disagree with it.
"I consider myself being loyal to a single product brand," says the third element. 158 persons
are present. Strongly Agree When buying something, I always aim to obtain the most value for
my money, and 156 people agree. Few people, such as 7 and 8, disagree with it severely.

23
The fourth reason is "I have faith in a brand which I always buy." There are 160 persons in all.
When I feel confident in a brand that I always purchase, and 163 others agree with and when I
feel confident in a brand which I always buy. Only 14 and 3 persons disagree, and they strongly
disagree.
4.3 Multiple Regression
Regression Process to evaluate for determining the connection between variables. Because
when focus is on the interaction among a DV so one or more IVS, it encompasses numerous
strategies for modelling multiple variables.
1. Brand Loyalty
Variables Entered/Removedb

Model Summary

Change
Mode R R Square Adjusted Std. Error of the Statistics
l Estimate
R Square R Square Change
1 .408a .167 .165 2.88266 .167

Predictors: (Constant), SMM1

Explanatory power is referred to as R. It refers to the extent to which the independent factors
may describe the dependent variable.
The R statistic indicates how near the data is from the fitted regression. R Square has a value
of 0.167, as seen in the table above. It signifies that independent factor account for up to 16.0
percent of the variation in the dependent variable.
ANOVAB

Model 1 of df Mean Square F Sig.

Sum
Squares

Regression 597.401 1 597.401 71.892

.000a
Residual 2983.186 359 8.310

Total 3580.587 360

a. Predictors: (Constant), SMM1

b. Dependent Variable: BL1

24
It was important to first determine whether the model was suitable. The significance level inside the
ANOVA table is less below 0.05. It means the model is in good shape.

Unstandardiz ed Standardiz
Coefficients ed
Coefficient Collinearity
s Statistics
Model t Sig.
B Std. Error Beta VIF
Toleranc
e
4.903 .458 10.704 .000
1 (Constan
t)
.408 1.000 1.000
SMM1 .459 .054 8.479 .000

a. Dependent Variable: BL1

The multicollinearity between independent variables is shown by the variance inflation factor
(VIF). It should be below ten (VIF10). We could see that the VIF number is much less below
10 in the table above. As a result, we may deduce that there is no multicollinearity between
independent variables, implying that independent variables do not overlap.
P values might be less than 0.05 (p0.05) to determine the importance of the variables. Social
Media Marketing (t=8.479) has a significant significance value.
2. Value Consciousness
The variance inflation factor demonstrates the multicollinearity of independent variables (VIF).
It should be less than ten (VIF10). In the table above, we will see that the VIF value is
substantially less than 10.
As a consequence, you may infer that there is no multicollinearity among independent
variables, meaning that they do not overlap.
P values may be less than 0.05 (p0.05) to determine the importance of the variables.
Independent variables' significance values are Marketing on social media (t=8.625)

25
 Brand consciousness

Change
Mode R R Square Adjusted Std. Error of the Statistics
l Estimate
R Square R Square Change
1 .586a .343 .342 1.83952 . .343

Coefficients

Unstandardiz ed Standardiz
Coefficients ed
Coefficient Collinearity
s Statistics
Model t Sig.
B Std. Error Beta VIF
Toleran
ce
3.509 .292 12.004 .000
1 (Constan
t)
.586 1.000 1.000
SMM1 .473 .035 13.701 .000

Rstands for explanatory power. It refers to how well the independent factors account for the
dependent variable. R is a statistical measure of the data‟s proximity to the fitted regression.
The r square is 0.343, as seen in the table above. It indicates that independent factors can
explain 34.0 percent of the dependent variable.
The multicollinearity between independent variables is shown by the variance inflation factor
(VIF). It should be below ten (VIF10). We could see that the VIF number is much less than
10 in the table above. As a result, we may conclude there is no multi cointegration between
independent factors, implying that independent variables do not overlap.
P values might be less than 0.05 (p0.05) to determine the importance of the variables.
Independent variables' significance values are Marketing on social media (t=13.701)

26
ANOVA

Model of Df Mean Square F Sig.

Sum
Squares

1 Regression 635.245 1 635.245 187.730

.000a
Residual 1214.794 359 3.384

Total 1850.039 360

a. Predictors: (Constant), SMM1

b. Dependent Variable: BC1

First, it was important to determine whether or not the model was suitable. Significant is less than
0.05 in the ANOVA table. The model is in good shape.

4.4 Gender

Value Consciousness
Independent Samples Test

Levene's Test for

Equality of Variances
t-test for Equality of Means

F Sig. t df Sig. (2-

tailed)
VC1 Equal
varianc 2.691 .102 -1.125 359 .261
es assumed
Equal variances
not -1.028 163.680 .306
assumed

27
The researcher has rejected the null hypothesis and accept the hypothesis since significant
level is 0.1, which is less than 0.05. On social media marketing, there is a big variation in the
information sources used by Value Consciousness
Brand Consciousness

Independent Samples Test

Levene's Test for
Equality of Variances
t-test for Equality of Means

t
F Sig. df Sig. tailed) (2-
BC Equal
1 varianc .065 .800 1.457 359 .146
es assumed
Equal
varianc 1.392 178.406 .166
es not assumed

Because the significant threshold is more than 0.05, the researcher has accepted the null
hypothesis and alternative hypothesis. On social media marketing, there is a big variation in
the information sources used by Brand Consciousness.
Brand Loyalty

Levene's Test for

Equality of
Variances t-test for Equality of Means

F Sig. T df Sig. (2-

tailed)

BL1 Equal varianc es

.927
assume
.008 1.475 359 .141
d
Equal varianc es not
assume
1.443 187.201 .151
d

28
The null hypothesis and alternate hypothesis were accepted since the significance level was
0.9, which is greater than 0.05. On social media marketing, there is a major variation in the
information sources used by Brand Loyalty.
Age
Test of Homogeneity of Variances BL1

df1 df2 Sig.

Levene
Statistic

13.485 3 357 .000

The p value in the table of homoscedasticity is more than 0.05 (p0.05). It implies that there
is no variance difference, and hence equal variances are expected.

ANOVA

BL1

of df Mean Square F Sig.

Sum
Squares

114.940 3 38.313 3.947 .009

Between
Groups
Within Groups 3465.647 357 9.708

Total 3580.587 360

The significant value inside the ANOVA table is more than 0.05. This suggests that age has no
bearing on brand loyalty toward social media marketing

29
Occupation
Test of Homogeneity of Variances BL1

df1 df2 Sig.

Levene
Statistic

1.439 5 355 .210

The p value in the table showing homogeneity of variances is more than 0.05 (p0.05). It implies
that there is no variance difference, and hence equal variances are expected
NOVA
BL1

of df Mean Square F Sig.

Sum
Squares
151.502 5 30.300 3.137 .009
Between
Groups
Within Groups 3429.085 355 9.659

Total 3580.587 360

The significant value in the ANOVA table is less than 0.05. This indicates that occupation has
a distinct effect on brand loyalty. It indicates that people from different occupation categories
have varied levels of brand loyalty.

Qualification

df1 df2 Sig.

Levene
Statistic

10.553 3 356 .000

The p value in the above table for homogeneity of variances tests is less than 0.05 (p0.05). It
indicates that there is a variance difference, and hence equal variances are expected.

30
 ANOVA

BL1

of df Mean Square F Sig.

Sum
Squares
49.626 3 16.542 1.669 .173
Between
Groups
Within Groups 3528.496 356 9.912

Total 3578.122 359

The significant value inside the ANOVA table is less below 0.05. It suggests that brand
loyalty is affected differently depending on qualification. It indicates that people from various
Qualification groups have varying levels of brand loyalty.

Monthly Income

Test of Homogeneity of Variances BL1

df1 df2 Sig.

Levene
Statistic

6.664 3 357 .000

The p value in the above table of homogeneity of variance tests is less than 0.05 (p>0.05). It
indicates there is a variance differential, and so equal variances are really not expected
ANOVA
BL1

of df Mean Square F Sig.

Sum
Squares
56.667 3 18.889 1.914 .127
Between
Groups
Within Groups 3523.920 357 9.871

Total 3580.587 360

31
The significant value inside the ANOVA table is a little less than 0.05. It indicates that monthly
brand loyalty consumption has a varied influence on brand loyalty towards social media
marketing. It indicates that consumers with various levels of monthly income have varied levels
of brand loyalty

32
 Chapter-5
Findings, Implications & Recommendation
This chapter's goal is to provide findings the light of the study aims described earlier inside the
methodology. The chapter begins with a research summary and concludes with a conclusion.
This chapter is focusing on detailed descriptions of significant findings. At the same time, the
study's importance is emphasised.
Findings of the study:
Males are more knowledgeable about consumer brand loyalty than females.
Consumer Brand Loyalty is most common among people aged 20 to 30.
The lot of consumers using Consumer Brand Loyalty earn between Rs. 20,000 and Rs.
40,000 per month.
Graduation is the most common educational qualification of Brand Equity Loyalty users.
It has been discovered that gender has no effect on consumer perceptions of brand loyalty
It has been shown that age has a varied influence on consumer brand loyalty perceptions. It
indicates that people of different ages have varied levels of brand loyalty
It has been shown that monthly income has a varied influence on consumer brand loyalty in
social media marketing. It indicates that persons with various monthly income categories
have varying perceptions of brand loyalty.
It has been shown that education level has a varied influence on consumer brand loyalty
perceptions on digital marketing. It indicates that people from various educational levels have
varying perceptions of product loyalty.
It has been shown that consumer brand loyalty perceptions on digital marketing have a varied
influence on consumer brand loyalty perceptions.
The researcher has rejected the null hypothesis on the value consciousness and accept the
hypothesis since significant level is 0.0, which is less than 0.05 on social media marketing.
The researcher has rejected the null hypothesis on the Brand consciousness and accept the
hypothesis since significant level is 0.0, which is less than 0.05 on social media marketing.
The researcher has rejected the null hypothesis on the Brand Loyalty and accept the
hypothesis since significant level is 0.0, which is less than 0.05 on social media marketing.

33
IMPLICATION
The goal of this study is to look into the impact of social media as well as marketing work
done through this method of communication on brand awareness, value consciousness, as
well as brand attachment, and the connection between special moments, brand loyalty, brand
conscious brand image, and brand equity.
The data show that there is a significant positive association among marketing and brand
loyalty. Previous research has shown that social media marketing initiatives and the
organisations that arise on these have an influence on brand loyalty. Furthermore, a
statistically significant relationship was observed between social media branding and
marketing recognition.
As per the poll results, customers perceive social networking sites as credible information
sources about their brands.
There was also a favourable connection between social marketing on value consciousness. It
is possible to conclude how social media does have a major influence on value-conscious
loyal customer. The findings are consistent with previous research. In addition, the study
showed a statistically significant negative link among brand loyalty with value consciousness.
According to past research, value-oriented customers aren't very brand loyal. This is also
corroborated by the study's findings. Finally, a statistically significant connection was
established among brand awareness and brand loyalty, which really is consistent with
previous research. 2-way Anova. communication and current consumer knowledge about the
brand, as well as all other business operations, result in greater brand awareness, that has a
significant influence on brand loyalty.
This study's scholarly contribution would have been new insights into the function of online
marketing in the formation and preservation of customers.
The findings may be useful to marketing professionals inside the implementation for social
media marketing activities, in addition to making scholarly contributions. The fundamental
limitation of this study is its lack of representativeness due to the use of an only social media
site in the survey technique.
This may call into question the sample's representativeness. Future research should surely
include other social media outlets.

34
Recommendation
The study's conclusion is that Brand loyalty has a big and favourable impact on purchase
intent. More obviously, as customers' attachment to the brands they Instagram grows, so does
their desire to buy from that brand. This conclusion is supported by previous research.
It was discovered that humorous and engaging material raised purchase intent but had no
effect on brand loyalty. According to this research, a consumer's buy intention can be
triggered as long as the material is entertaining. Therefore, there's not really a repeat purchase
intention, because brand loyalty implies that the buyer would buy the same brand again in the
future.
When the influence of brand loyalty on purchase intention was explored, it was revealed that
brand loyalty mediates the impact of functional self-worth and self-picture congruency.
This recommendation asserts that practical usefulness and self-perception congruency from
perspectives regarding marketing applications impact brand customers' loyalty who have
previously earned brand loyalty. There was no moderating impact of brand loyalty on the
influence of consumers' hedonistic hedonic value, social value, as well as co-creation value
towards to the company's Instagram account and purchasing behaviour.
Given that social perception of value and co-creation value have no influence on consumer
brand recognition perception, it can be concluded that only hedonic value perception has a
direct impact on consumer perception of brand loyalty.
Zara, Nike, Adidas, Mavi, and Mercedes were found to be the top five most often followed
brands. There was no correlation between more followed brand and brand loyalty, either
between the most liked brand and customer assessment of the brand.
According to this proposal, strong brand and online marketing do not develop as a result of
customers often following a brand's Instagram account, and marketing applications on brand
Instagram accounts do not differ much from those of other businesses.
For these reasons, it is expected that this study, as a contribution to the business world, will
provide a useful product for brands to get an understanding of the perceptions formed by all
the other online marketing applications throughout customers even while creating those, as
well as that all these aspects to consider Brand loyalty and customer expectation.

35
 Chapter 6
Suggestions & Conclusion
We may infer that all of the study's objectives were met based on the findings we collected.
Online marketing communications, in particular Internet Communities and Digital
Advertising, are effective in implementing brand and product through corporate websites and
social media platforms.
The study looked at the impact of social media on brand loyalty among consumers. Based on
customer viewpoints, social marketing actions on the brand loyalty.
Research questions and objectives were devised in order to attain the investigation's purpose.
Furthermore, the study's findings from several studies are claimed to have influenced either
theory and practice. As a result, the purpose of this research is to aid organisations and
marketers in developing strong customer connections and spreading positive thoughts and
customer loyalty to both existing and prospective customers.
Companies are eager to have a deep understanding of their consumers and harness the best
social networks to connect with them, because social media platforms lead in reaching out to
customers with their huge array of advantageous and simple features. This research will also
help with the achievement of that goal.
This research was quite useful in determining how consumers perceive the brand in
associated with social media marketing. We want to look at customer brand loyalty on social
media platforms.

36
 BIBLIOGRAPHY

A. A., Rana, N. P., Dwivedi Y. K., and Algharabat R. (2017). social media in Marketing: A
Review and Analysis of The Existing. Telematics and Informatics, 34: 1177-1190.
Ahmed, M.A., Zahid, Z. (2014). Role of social media marketing to enhance CRM and brand
equity in terms of purchase intention. .
Ahmed, M.A., Zahid, Z. (2014). Role of social media marketing to enhance CRM and brand
equity in terms of purchase intention. .
Akhtar, S. (2011). social media and Brand Loyalty. .
al, I. e. (2016). influence of marketing efforts on social networks on the process of making a
purchase choice . al., G. e. (2016). Influence of online marketing activities on brand choice,
price premium, and loyalty.
Andzulis, J.M., Panagopoulos, N.G., Rapp, A. (2005). A review of social media and
implications for the sales process. Journal of Personal Selling and Sales Management, 32(3),
305-316. .
Andzulis, J.M., Panagopoulos, N.G., Rapp, A. (2012). A review of social media and
implications for the sales process. Journal of Personal Selling and Sales Management, 32(3),
305-316.
Belleghem, V. S. (2011). social media around the World, 2011, The report by InSites
Consulting.
Bennett, R. and S. Rundle-Thiele. (2002). A Comparison of Attitudinal Loyalty Measurement
Approaches. Journal of Brand Management.
Berlin: Springer Heidelberg. Ajzen, I., Fishbein, M. (1980). Understanding Attitudes and
Prediction Social Behavior. New Jersey: Englewood Cliffs. .
Bilgin. (2018). the relationship and effect of social media marketing activities on brand loyalty.
.
Bolton, R.N., Drew, J.H. (1991). A longitudinal analysis of the impact of changes on customer
attitudes. Jounal of Marketing, 55(1), 1-10.
Çiçek, Mesut & Erdogmus, Irem. (2012). The Impact of Social Media Marketing on Brand
Loyalty.
Coon, M. (2010). Social Media Marketing: Successful Case Studies of Businesses Using
Facebook and YouTube with An InDepth Look in the Business Use of Twitter, Communication
M.A. Project, June 4, 2010,.
Enli and Skorgerbo. (2013). state that clients commonly utilise Facebook or Twitter to research
products and services.
Ismail, A. (2016). Brand loyalty and the impact of observed social media marketing activity.

37
Jadhav, D. S., Upadhyay, N., & Bhatt, V. (2021). Applying the Customer Based Brand Equity
Model in examining Brand Loyalty of Consumers towards Johnson & Johnson Baby Care
Products: A PLS-SEM Approach. ADBU Journal of Engineering Technology, 10(2).
Kim & Co. (2010), social media may have a major impact on such a brand's reputation. . (2010).
social media may have a major impact on such a brand's reputation. .
N, J. (2011). Infographic: Using social media to Build Brand Loyalty.
Nagvadia, M. J., & Bhatt, V. (2020). A STUDY ON FACTORS INFLUENCING
CONSUMER'S ONLINE BUYING BEHAVIOUR.
Nayak, K. M., Bhatt, V., & Nagvadia, J. (2021). MEASURING IMPACT OF FACTORS
INFLUENCING TO CONSUMER BUYING INTENTION WITH RESPECT TO ONLINE
SHOPPING. International Journal of Management (IJM), 12(1).
Prajapati, K., & Bhatt, V. (2019). A Study of an Influencing Factor in the Expansion of Brand
in the Road Machine Market: An Impassive Study on the Heavy Machinery Production
Company (HEPCO). Research Journal of Humanities and Social Sciences, 10(3), 813-.

38
 Appendix
Section A
Demographic Variable

Please indirect your answer by placing [√] in the appropriate box

1.Gender

(A) Male [ ] (B) Female

2. Age

(A) Below 20 years

(B) 21-30 years
(C) 31-40 years
(D) Above 50 years

3. Occupation
(A) Student
(B) Businessmen
(C) Employee
(D) Out of work
(E) Housewife

4. Qualification

(A) Under-Graduation

(B) Graduation

(C) Post-Graduate

5. Monthly Income

(A) Less than 20000

(B) 20000 – 40000

(C) 40000 – 60000

(D) 60000 – 80000

(E) Above 80000

39
Part B: Please tick-mark (√) in appropriate boxesto indicate Social Media Marketing

Brand consciousness
Item Strongly Agree Neutral Disagree Strongly
Agree Disagree
I find interesting Contents
Shown in social media about
the brand I am considering to
buy.
It is easy to deliver my opinion
about the brand I am
considering.
Using social media to search
for information about the
brand I am considering
buying is very trendy.
I would like to pass along
information on brand, product
or services from social media
to my friends.

Item Strongly Agree Neutral Disagree Strongly

Agree Disagree
I find interesting Contents
Shown in social media
about the brand I am
considering to buy.
It is easy to deliver my
opinion about the brand I
am considering.
Using social media to
search for information
about the brand I am
considering buying is very
trendy.
I would like to pass along
information on brand,
product or services from
social media to my friends.

40
Value consciousness
Item Strongly Agree Neutral Disagree Strongly
Agree Disagree
I am very concerned about
low prices, but I am equally
concerned about product
quality.
When shopping, I compare
the prices of different brand
to ensure I get the best value
for money.
When purchasing a product, I
always try to maximize the
quality I get for the money I
spend.

When I buy products, I like to

be sure that I am getting my
money's worth.

Brand Loyalty

Item Strongly Agree Neutral Disagree Strongly

Agree Disagree

I would rather stick with a

brand
I usually buy than try
something I am not very sure
of.
I have certain types of brands
that I always buy.

I consider myself to be loyal to

one brand of product.

I feel confidence in a brand

that I always buy.

41