Creating brand loyalty: Role of brand love, trust, product quality, customer service on customer engagement among social media users

Abstract

Social media have evolved into a potentially important virtual arena, where they are used not only for socializing but also for promoting businesses and their products. A brand's emotional relationship with a customer is called customer engagement. Customers who are extremely engaged are more likely to buy, promote, and remain loyal to a brand. Specifically, the purpose of this study is to discover if social networking sites play a significant role in boosting customer engagement and brand loyalty by exploring various independent factors like Brand love, Brand trust, Product quality and Customer Service. A self-administered questionnaire was used to conduct a survey and the model was tested using SEM analysis. It is concluded that the majority of customers believe that using social networking sites is the best way to interact with their brands.