The role of brand loyalty and social media in e-commerce interfaces: Survey results and implications for user interfaces

Abstract

This paper explores the role of brand loyalty and social media in e-commerce interfaces. A survey consisting of 118 respondents was contacted to address the questions relating to online shopping and brand loyalty. The issues investigated included the link between the frequency of access and time spent on an e-commerce user interface, and brand loyalty, gender and age profile differences, and the role of social media to branding and on-line shopping. It was found that online loyalty differs from offline loyalty and loyalty also differed across genders, showing that males may develop loyalty easier than females when shopping online. Information shared about products on social media by friends and family played an important role in purchase decision making. Website interface and ease of navigation were also key aspects for online shopping. The research concluded with some pointers towards multimodal interfaces that aid loyalty with the use of interactive multimodal social media.