Abstract:
A recent development from the static of web climate shows that, social media
marketingis in the number one place. Because of that, most people are using social
media platformsfor their convenience, and it helps to increase the brand loyalty of
the customers. The researchers selected the fashion retailing industry as one of the
most popular industries is that in the social media marketing platform. The
industry specific characteristic of a shorter product life cycle has made the
requirement for developing more interactive communication methods for the
consumers. The central purpose of the study is to investigate the impact of social
media marketing on brand loyalty. Social media marketing consists of five
dimensions namely, social planning, social influence, social community, social
attitudes, and social results. Hence, brand loyalty consists of two dimensions as
attributing loyalty and behavioural loyalty. The conceptualization and the
operationalization of the study were based on a comprehensive review of the
literature. The study utilized deductive approach using quantitative data which
was collected by a survey. The primary data was collected via a structured
questionnaire, a sample of 384 customers were surveyed who use social media
using a simple random sampling method. At the data analysis phase, descriptive
statistics and inferential statistics were utilized. Research data were tested by
measuring the correlation and regression analysis. The studyemphasized that social
attitudes as a major factor in intimate relationships among persons, as a
strengthened brand consumer relationship online will ultimately impact their
brand loyalty. Moreover, the findings of the study reveal the social planning,
social influence, and social community has a considerable moderate impact on
brand loyalty.
