ABSTRACT
This study serves the purpose of studying the variables of advertisement activities on social media and their impact on customer brand loyalty. The study aimed to investigate the relationship that is present among the variables of advertisement activities and their effect on customer brand loyalty. Advertisement activities are numerous, and they affect social media in many respects. Social media has offered many possibilities for these activities. Two-way communication made possible by social media has increased its effectiveness. The study takes the case of advertisement activities on social media. Besides, it aimed to study if the brand loyalty of consumers can be influenced by making use of social media platforms for advertising and marketing purposes.
For studying the formulated research hypotheses, a sample of 100 participants would be selected, which included those people that had access to the internet and were more than 18 years old. The study has adopted quantitative research methods and has analyzed data using the questionnaire. The study has found the impact of advertisement activities on social media to affect customer brand loyalty. The variables of the study are dynamic in recent years because the effect of advertisement activities has been changing due to the role of social media. It is worth researching to examine its impact on customer brand loyalty. The findings of this study have supported the previous research studies and have presented some powerful implications for the fields of advertising and marketing promotions of goods and services that are offered by various brands.
INTRODUCTION
Advertisement is one of the most fundamental methods in marketing to win customer brand loyalty. Advertisement and its related activities communicate with customers and prospects. They serve different purposes. For instance, they create demand among customers for products and services offered by a company. They also let customers know about products and services so that they can develop loyalty with them. Customer loyalty is an asset of the company that is possible only through advertisement activities. Before the advent of social media, companies would use traditional media or less dynamic internet-based media. However, social media has increased the pace of communication as it has turned communication two-way. Customers and companies can both interact with each other, along with the activism of intermediaries. Therefore, winning customer loyalty through advertisement activities has become dynamic and interactive through social media. The contribution of social media can mediate the relationship between advertisement activities and customer brand loyalty [1].
Advertisement activities include various steps and initiatives from the company. They include posting ads, holding communication with customers, running promotions, and conducting activities with customers and prospects. These activities may be similar to traditional advertisement activities. However, they differ significantly because of the dynamism provided by social media. It has opened many possibilities and avenues for advertisement and has made these activities effective and interactive as well. Advertisement activities have one purpose at the center. It is to bring more sales from customers. In the context of this research, it is worth explaining the meaning of customer loyalty. Loyalty is to keep the customer with the company for long. Social media might contribute to this purpose by enabling feedback and immediate response between customers and organizations. Therefore, the research becomes significant and useful for research and practice so that these marketing terminologies get new meanings in the age of social media [2].
It is, however, worth understanding how advertisement has its link with customer brand loyalty. Customer brand loyalty is defined as the association of a customer with the brand that leads to the frequent purchase of that brand. The brand is different from the concept of a product. For instance, soap is a product, but Lux is the brand in the category of this product. The difference is fundamental and considerably apparent. Customers may not develop loyalty until it is a brand because the brand has some distinguishing features. Customers may like a specific brand along with the preference for any other brand. However, they may stick to a brand because of advertisement activities [3].
Advertisement activities do not have a considerable difference. Even if these activities are compared with traditional ones, there is no fundamental difference. For instance, advertisements running on TV are like advertisements running on internet sites. Similarly, a poster on the roadside may be similar to the ad on a website. Marketers tend to interact and coordinate with customers in the real world, and they have to do so on the internet. The only difference that matters is social media. Social media has to lead to many changes, and it is going to transform advertisement activities. It means that activities only go through the platform provided by social media. It is the power of social media that needs to be examined, and this research is exactly going to do that [4]. For pursuing the research, the following objectives would be useful:
To Examine how Advertisement Activities on Social Media Affect Customer Brand Loyalty
To explain and outline different advertisement activities
To explain the role of social media in advertisement
To examine the role of social media in affecting customer brand loyalty
To help businesses and organizations make useful decisions so that they can better serve customer needs
LITERATURE REVIEW
Social Media, Customers, and Marketing:
Safko and Brake (2009) have researched social media and called it conversational media. The media lets people and communities of people share their information and engage. They share information and knowledge, and in so doing, they make the online environment enriched with information [5]. According to Robinson (2007), social media has many communication tools with the characteristics of Web 2.0, and these characteristics enhance participation, collaboration, and knowledge-intensive environment that empower users [6]. Therefore, companies are going to engage with customers through different advertisement techniques based on these characteristics. Social media advertisement is possible through social media marketing techniques employed by companies. With the increasing level of communication available through social media, consumers can also increase their brand loyalty [7]. One of the studies has noted that almost half of Twitter and Facebook users have expressed a positive relationship with the engagement with the company. Once consumers are engaged with the company, they may motivate themselves to talk and recommend a product or a service. It increases the chance for the company to affect consumer buying patterns and behavior [8].
Businesses and organizations can conduct the promotion of their products and services by offering instant support for consumers. They can also form a community of enthusiasts online that can promote products and services. Promotion is one of the marketing and advertisement activities. It has a positive influence on customers as they feel more engaged and connected. Companies have been able to go into segments through in-depth research of the market. They have identified more segments in the market, and they can target them. Customers are going to have two-way communication, as they are more empowered. Advertisement is part of marketing, and social media marketing has been part of research studies. In the following, advertisement activities and their link with social media have been reviewed [9].
Advertisement Activities on Social Media:
Businesses can promote their products and services using various marketing and advertisement activities. One of the activities is to give instant feedback and response to consumers. Moreover, they can also promote products and services using different forms of social media. They can conduct activities over social networking sites, blogs, virtual worlds, and content communities. One of the activities for advertisement is to let customers share with peers. The information and experience sharing with others lead them to get more loyalty from them. With the help of conversation, companies increase brand awareness and brand recognition for customers. It then leads to brand loyalty. Therefore, it is the case that social media helps companies to develop customer loyalty through advertisement activities. Networking acts as an advertisement activity because it engages with users over these platforms. It enables conversation where more direct communication is possible over social media. It then builds a community that leads to association and engagement with the company [1].
Social media offers more possibilities for companies in marketing than traditional marketing activities. Companies have to put extra and special effort to ensure customer loyalty and image. It is related to relationship marketing, where numerous activities offer distinguishing features. For instance, companies tend to engage in making connections rather focus on increasing sales. Making connections offers a broad range of possibilities for the company, and it is only possible through social media. Another advertisement and marketing activity over social media is to do small acts. Many small in size competitors can pose a serious threat to large corporations [2]. They can penetrate different segments in the market through direct and relationship marketing activities. Therefore, companies have to move away from big campaigns over social media. Social media market g activities are more sincere and active in communication with customers. It considers the fact that consumers are more powerful and have many options with them. Therefore, companies advertise and market their products and services to consumers by ensuring accessibility all the time [10].
Companies are feeling a greater level of pressure to adopt a proper strategy for marketing over social media. It has multiple benefits for them and their customers. Research has found that companies are hiring marketing and advertisement experts and consultants. They are familiar with social media advertisements. It is altogether a new domain and area of expertise that has endless opportunities. The literature aims to find how advertisement activities affect customer brand loyalty over social media. It highlights the customer perspective because they are going to be addressed through these activities. Loyalty with the company is expressed in the form of engagement. A greater level of engagement and communication between a company and customers leads to loyalty. Customers like brands that have consistent and continuous communication and feedback mechanisms for them [3]. Research confirms that customers visit social media sites often, and their fundamental purpose is to get familiar with products and promotional campaigns from the company. Many companies have successfully used promotional and advertisement activities to engage with customers. For example, Pepsi and Coca Cola have adopted online loyalty programs and engagement activities for their customers. In this effort, they offer special promotions for them, and it increases loyalty among them [11].
The perception of consumers regarding social media is worth considering. They take these sites as a service channel where they can connect with the business in a real-time environment. Consumers like updates and dynamism because they want to be relevant with the latest information. Google has developed its algorithm to come up with this expectation of customers. Companies can also learn from this practice as they should offer the latest and the most relevant information on their social media platforms. It would stick customers with these platforms, and as a result, they remain loyal to them. Notable social media platforms are Facebook and Twitter, while other networking sites and blogs also help companies to adopt dynamic activities for advertisement on social media. Social media has also made it possible to get endorsement from celebrities, and they have a positive impact on consumers [12].
Customer Brand Loyalty:
The above literature has reviewed advertisement activities and their relation to affect customer brand loyalty through social media. However, it is vital to have an in-depth review of customer brand loyalty so that its factors can be known [3]. The positive effect of customer loyalty is part of many research studies where competition has made it difficult to acquire new customers. It is a cost-effective and efficient practice to retain the existing customer. Therefore, companies tend to engage and interact with customers to keep and enhance their loyalty [13].
Customer loyalty is synonymous with the commitment of a customer through which he keeps purchasing products and services of a particular company regularly. The repurchasing trend of the customer remains there despite competitors’ actions and steps to attract customers. Here, companies’ efforts make the distinguishing point. Only those companies win loyalty from customers that remain close to their expectations [14]. Brand loyalty is something different from purchasing behavior. A consumer may decide to purchase a product but may switch to the competitor’s product or service. However, loyalty is about repurchasing, where social media plays a central role. Social media advertisement activities make relevant information available to customers that stick them to exhibit repurchasing behavior.
Loyalty is the behavioral aspect of a consumer, and one can study it through a consumer behavior perspective as well. Behavioral loyalty tends to win new customers because it spreads a message to them. The attitudinal aspect of loyalty lets the customer recommend the brand to others that can lead others to purchase the product. The studies on word of mouth also relate to marketing through social media, where companies benefit from electronic word of mouth. A loyal customer is an opinion maker that spreads word of mouth to other customers [15]. It broadens the scope or loyalty because a loyal customer brings more customers to the company, and it leads to higher performance for companies. The advertisement activities over social media have made companies more connected with customers that translate into customer loyalty. Advertisement activities on social media go beyond official web pages and platforms. The ability of consumers to interact with others lets them get more say in decision-making. Celebrities and influential people can also lead advertisements for companies where celebrity endorsement can act extraordinarily for the benefit of marketers. They can influence the purchase intent and decision-making behavior of consumers. As a result, they give rise to more loyalty among consumers.
Hypotheses:
H1: Advertisement activities on social media have a positive impact on customer brand loyalty
H2: Social media mediates the relationship between advertisement activities and customer brand loyalty
H3: Advertisement activities on social media are more effective.
Conceptual Model:
The above conceptual model indicates the relationship between advertisement activities with customer brand loyalty through social media. Research has found a positive effect of advertisement activities on customer brand loyalty traditionally. However, the mediating variable of social media has strengthened and broadened the relationship.
METHODOLOGY
The methodology is the heart of primary research because it takes direct responses from participants of a study. There are different methods for research, and all of them do not need participants to conduct the study. For instance, there are review based studies that do not need participants because they are based on secondary research. However, primary research always needs participants. This research is primary research that has distributed data collection tool i.e., a questionnaire to participants of the study. It is not enough to say that research is primary merely, but it has included a complex set of methodological approaches to conduct the research effectively. This chapter has covered comprehensive points around the primary research chosen for this research.
Primary Research using Positivism:
Primary research might be qualitative or quantitative. It is not usually based on the preferences of the researcher. Instead, it is based on the requirements of the research. It is the requirement that have selected the best research methods for the objectives of the study. This research has two variables, and these variables can be studied using both methods. In this case, the researcher can use qualitative or quantitative research methods. The specific nature and type of research make it suitable to use quantitative research methods. It is part of the positivism research paradigm. There are different reasons to choose the research type for this research. First, there are time limitations, and the quantitative research method needs less time than any other research method. Similarly, it is more generalized than qualitative research methods, and generalized research is more valuable. It is better to know more reasons for choosing this particular research method for this research [16].
It is better first to explain the variables of this research. One variable is advertisement activities on social media. The other variable is customer brand loyalty. The variable, advertisement activities on social media should be made clear first. Advertisement activities or only advertisement is an essential part of the marketing field. Practitioners and researchers have been using the construct in their researcher studies and practices for many years. But this research has linked social media with these activities. Thus, advertisement activities are extensive, and along with it, the platform of social media makes the case broader. In this manner, the variable becomes quite comprehensive and more expansive. The second variable of the study is customer brand loyalty, which is also a well-researched construct in research. However, the aspect of social media makes the situation different for both variables where the relationship can draw useful and new findings [17].
Thus, the significance of research calls for conducting research that applies to different situations or contexts simultaneously. As a result, results can be implemented to benefit the business field and the marketing field in particular. The research has examined advertisement activities through social media affecting customer brand loyalty. It requires adopting such a sampling method and data collection tool that can come up with the requirements of research. Ethical considerations follow it at the end of this chapter.
For the processing of data, MS Excel has been used and diagrams have been made to represent the data gathered from respondents. Based on responses and their interpretations, analysis and discussion have been done. As a result, the research has found the nature and scale of the relationship between the two variables.
Sampling Techniques:
The variables of the study have social media at their center. Therefore, the sampling technique would ensure that participants have been expressing their experiences over social media. At the same time, it is also a reality that businesses initiate advertisement activities. Therefore, the sampling technique might target the company and advertisement or marketing executives. However, this research is not going to take the executives’ perspective. Instead, it has been taking the view of customers as how they develop brand loyalty as a result of advertisement activities over social media. All participants have their accounts on different social media sites like Facebook, Twitter, and Instagram. Companies have been advertising their products over these services, and it is worthwhile to study the impact on customer brand loyalty over these social media platforms. A Sample of 100 participants has been selected for the research. Participants have been reached through a convenience random sampling technique [16].
Data Collection Tool:
As it is quantitative research, the data collection tool is a questionnaire. The Questionnaires contain questions on both variables. Each variable has its representation in terms of questions related to it. These questions help to measure the variable, and then, it is easier to establish the relationship between the two variables. The Likert scale has been used that has five options. Respondents have selected against options on the Likert scale. Distribution of the questionnaire has been done online over social media, and 100 respondents have been selected. Questionnaire allows collection of data in detail.
Ethical Considerations:
The methodology section has the most sensitive section of ethical considerations. It elaborates on how this research has observed and abided by ethics in data collection and processing. First, proper communication and details of the research process have been made with the participants of the research. Respondents can quit the research process at any time or may choose to answer one question and leave the other. After the collection of data, it has been ensured that responses have been used solely for the communicated purpose. The purpose is to use results for the research and to benefit the industry.
RESULTS, DISCUSSION, AND FINDINGS
The results of the study are based on the questionnaire that has eleven questions. Three questions in the questionnaire are about the personal information of participants. They have talked about their age, gender, and presence over social media. Two questions are on customer brand loyalty, while eight questions are based on advertisement activities.
Age:
In the total hundred respondents, 33 respondents are in the age group of 18-29. It means that one-third of all respondents belong to this age group. Thirty respondents belong to the age group of 30-39 that is also about little less than one-third of the total respondents. Another considerable age group among respondents consists of 27 respondents who are between 40 and 49 years of age. The smallest age group is of people of age 50 and above. It indicates that respondents are fully representative because the age group is from 18 to 49 is concerned. It is an excellent quality of the sample because it would help apply research on every age group.
Gender:
Gender is another essential attribute of respondents. Sometimes, it plays a considerable role in studying and interpreting findings. In this case, the sample has representation from both males and females. Males are slightly more than females, with 51 in number with females are at 47. It shows that both genders have almost equal representation in the sample. Two respondents preferred not to mention their gender.
Presence on Social Media Platforms:
The research is going to study the variables using social media; therefore, presence on social media is an essential attribute of respondents. The chosen social media platforms are Facebook, Twitter, and Instagram. It is necessary for the research that respondents have a presence on these platforms. Facebook is at the top, with 98 respondents have an active account on it. Twitter follows it with 78 respondents, and Instagram is near third with 69 respondents. It indicates that Facebook is the most preferred and favorite platform, while Twitter and Instagram also have great use among respondents. It shows that study based on the use of social media is possible.
Customer Brand Loyalty:
The second section in the questionnaire is on the dependent variable, which is customer brand loyalty. Two questions are in this section. The description is in the following:
I purchase the product due to advertisements on social media.
This statement is fundamental and straightforward to know the impact on social media and advertisements on social media. It helps to find two aspects. First, respondents might say that they consider advertisements on social media while purchasing the product. Second, it believes that they give importance to the advertisement. In response to this statement, 27 respondents have strongly agreed, while 26 respondents have agreed that they purchase the product due to advertisements on social media. However, 22 respondents selected a neutral option. It shows that they have not made any choice about the statement. However, 14 disagreed, and 11 strongly disagreed. Overall, the most significant response is agreeing with the statement, but other options are also quite visible. Thus, responses are mixed for this statement.
I follow social media accounts of my favorite brands.
Companies set up accounts of their products, and it is a common practice of users that they like those accounts. People can opt for the following option on social media platforms, and as a result, they remain in touch with the product. Following an account of a product shows loyalty for that product because loyalty leads them to follow that account. From total responses, 33 respondents have strongly agreed, and 26 respondents have agreed to this statement. However, 27 respondents have selected the neutral option that indicates no preference for any option. Nine of the total respondents have disagreed, and five of the total has strongly disagreed.
Advertisement Activities on Social Media:
The third section is about advertisement activities. It is the independent variable in this research, and the right questions are related to this variable. Description of results is in the following:
Banner ads on social media attract my attention.
This statement is about an advertisement mode that is banner ads. It is ubiquitous on social media because companies earn a place on popular pages. A user can scroll up and down while the banner ad remains static. Therefore, one statement has asked about the effectiveness of banner ads. From a total of 100 responses, 19 respondents have strongly agreed, and 40 of them have agreed that banner ads attract their attention. Seventeen respondents have selected the neutral option, while 14 of the total respondents have disagreed. From total responses, ten respondents have strongly disagreed. It shows that respondents consider these ads attractive, but there are considering respondents disagreeing with the statement.
I follow the product that has a frequent advertisements on social media.
Social media and advertisements on social media play a significant role in a product or an organization. If a consumer follows a product because of frequent advertisements by that company on social media, it indicates the level of loyalty. From total responses, 36 respondents have strongly agreed, and 25 have agreed that they follow a product that has a frequent advertisement on social media. However, the trend of neutral responses and disagreeing respondents continue here. Thus, 19 respondents selected the neutral option, seven have disagreed, and 13 of the totals have strongly disagreed. The trend shows the majority of respondents prefer such products, but there are disagreeing and neutral respondents as well.
Hashtags and trends about a product lead me to stick to that product.
It is a common advertisement activity on social media that companies run hashtag and trend campaigns over social media. It is an emerging social media advertisement activity that has its effectiveness. From the total respondents, 27 of the total have strongly agreed, and 26 have agreed that they stick to that product undergoing hashtags and trend campaigns. However, 22 respondents selected the neutral option, while 14 and 11 respondents have disagreed and strongly disagreed, respectively. It is a very important statement because it has involved respondents’ attention related to the nature of campaigns over social media.
When I like a product account, I get instant feedback in a message that is fascinating.
Customer loyalty is all about sticking to and being connected with a product. Companies have learned the art to remain connected through social media. This statement is about this aspect as social media allows instant response to customers. From total responses, 21 respondents have strongly agreed, and 28 respondents have agreed that they feel it fascinating when they get instant feedback in the message over social media. However, 27, 10, and 14 respondents have selected neutral, disagree, and strongly disagree with options, respectively. The trend here is similar to the previous statements and responses to those statements. It shows that respondents have yet to feel the benefits of social media completely.
I love to be in line with celebrities on the use of the specific product over social media.
The background of this statement is more understandable as social media enables celebrity endorsements quite visible. Usually, celebrities also express that they use a specific product, and users might be happy to have used the same product. It gives them confidence and a sense of pride. It can lead to customer loyalty with that product. From the total responses, 20 respondents have strongly agreed, and 29 respondents have agreed to the statement. However, 22, 19, and 10 respondents have selected neutral, disagree, and strongly disagree with options, respectively. The trend shows that respondents have a mixed response to the statement because there is no specific response to it.
Advertisement in Video format of any product prompts my interest in that product.
One of the advertisement activities on social media is by using the video format. Companies run video advertisements over social media that appeal to a large number of consumers there. It is similar to ads run on mass media. This statement has asked about advertisements in video format, and it has seen overwhelming support. From total responses, 27 respondents have strongly agreed, while 47 have agreed to the statement. They made 74 respondents in total who have favored the statement. It shows that video format is more effective than other advertisement activities over social media. From total responses, six respondents selected the neutral option that is smallest in the sample. Five and 15 respondents disagreed and strongly disagreed, respectively. The trend shows that video advertisements can be effective, but there are other voices as well those should be considered.
I can make networking with likeminded individuals over social media who use the same product to increases my loyalty.
Loyalty is linked with engagement, and it is through being a member of different groups and accounts. Social media platforms provide the opportunity to make networking possible. Products also have groups, pages, accounts that likeminded people follow. It can be an effective social media advertisement activity. However, this statement has received a mixed response. From total respondents, 18 have strongly agreed, and 20 agreed to the statement. There is a huge neutral response to this statement, where 35 respondents have selected the option. Out of the total respondents, 12 respondents disagreed, and 15 strongly disagreed with the statement. A mixed response to this statement shows that respondents are not clear about networking activity over social media.
I remain in touch with the latest products due to social media.
Social media has become a means to be informed. Companies share their promotions and improvements over there. Advertisement for the latest products is possible on social media, and many respondents have agreed to the statement. From total responses, 21 strongly agreed, and 39 have agreed to the statement that they remain in touch with the latest products due to social media. However, a considerable number of respondents, with 22 members, have selected the neutral option. Then, there are disagreeing and strongly disagreeing participants of the study who are six and 12, respectively. The trend shows respondents consider social media to remain in touch with the latest products.
Discussion:
Responses from respondents have revealed interesting and valuable facts about the advertisement activities over social media. The effect of advertisement activities on customer brand loyalty through social media has been the focus of these questions. Responses show a unique trend that is similar to almost every statement that a larger number of respondents have agreed or strongly agreed with the statement. Along with this fact, there are considerable numbers of respondents who have been on neutral, disagreeing, and strongly disagreeing sides. These respondents also have been considerable and make the majority of respondents from the total.
The representation of the sample is the idea from different aspects. For instance, there is representation from wider age groups, both genders, and activity on social media platforms. This feature makes the sample representative and suitable for research objectives.
So far as two questions on the dependent variable are concerned, they have shown almost the same number of respondents on the neutral side. They are almost one-quarter of the total respondents. The aspect asked from them was about purchasing the product through advertisements on social media. It is also about the engagement of favorite social media platforms. However, fewer respondents disagreed with the statement of following social media accounts of their favorite brands. It shows that following social media accounts is more in the habit of respondents.
So far as eight questions on advertisement activities on social media are concerned, they have shown mixed results. The following discussion is about their responses.
In the description above, each statement and its responses have been detailed. In the discussion, the focus is on trends and the type of responses. For instance, there is a continuous trend in almost every statement that a larger number of respondents agreed to the statement. It shows that banner ads, frequent advertisements from companies, hashtags and trending, instant feedback, love to be aligned with celebrities in the use of products, and being in touch with the latest products through social media have followed these trends. Statements on these features have noted that most respondents have agreed or strongly agreed to these statements. However, there is a comparatively small number of respondents who agreed or strongly agreed to the statement on networking. The statement was about networking made through social media with likeminded people for mutual products in use. Less than 40 respondents agreed or strongly agreed to this statement. Another statement was about advertisement in the video format, where almost three fourth respondents have agreed and strongly agreed to the statement. Response to this statement was not similar to other statements because the number of agreeing with respondents is larger than other statements.
Thus, it shows that people like video format for the advertisement that is more attractive for them. It might be related to their experience of advertisements on mass media where viewers are exposed to mass media television advertisements. Moreover, a video advertisement is more dynamic and appealing. Social media allows uploading videos and companies to advertise their products through this medium. However, there is another statement that is different in trend, and it is about networking. The statement was about likeminded people on social media who share similar product use. It increases loyalty when people share groups and accounts of products of mutual use. There have been 35 respondents being neutral, which shows the indecisiveness of respondents. In total, 27 respondents have disagreed or strongly disagreed with the statement. It shows that respondents do not think networking as a benefit from advertisement activities on social media. In light of these discussion points, one can find the pattern of responses.
There is a larger agreement to these statements, and it is interpreted as a good sign. Respondents have found social media suitable and effective so far as advertisement activities are concerned. Many respondents have selected the neutral option as well. It means that respondents have yet to make up their mind. They might be prospects, but they may not think advertisement activities suitable for social media. For any reason, there is considerable importance for this neutral option.
Moreover, responses towards disagreement are also large in number. On average, they remain around 20 respondents that make up one-fifth of total respondents. It is alarming because it is not aligned with major research studies that see only positive aspects of social media. Within the disagreeing side of responses, strongly disagreed respondents are ten on average. At least, these respondents are very difficult to change their views about advertisement activities on social media. They might like advertisement free experience over social media because ads can distract their attention.
Therefore, this research has gone to find the relationship between advertisement activities on social media and customer brand loyalty. Along with it, it can guide the research field with a disagreeing side of responses as well. However, it has been noted that there is little emphasis on this side in this research. It can be in future research directions. Based on the above discussion, the following section has findings from the research.
Findings:
The research finds that advertisement activities on social media have a moderately positive effect on customer brand loyalty. Though this research has not used correlation or any other statistical test, this finding is possible to be drawn by interpreting and synthesizing responses. Advertisement activities chosen for this research include print or banner advertisement, video advertisement, networking, celebrity endorsement, hashtag and trending activities, and instant feedback. These activities are usually on social media, and research has covered them as influencing customers. Each advertisement activity has noted its impact on customer brand loyalty.
| Advertisement Activities on Social Media | Findings |
| Print or a banner advertisement | Fifty-nine percent of respondents say that banner or print advertisement attract their attention |
| Video advertisement | Seventy-four percent of respondents think that advertisements in video format of any product prompt their interest with their product. |
| Networking | Forty-eight percent of respondents think that they can do networking with likeminded individuals over social media on the use of specific products. |
| Celebrity endorsement | Forty-nine percent of respondents think that they love to be in line with celebrities on the use of a specific product over social media. |
| Hashtag and trending activities | Fifty-three percent of respondents think that hashtags and trending campaigns lead them to stick to the product. |
| Instant feedback | Forty-nine percent of respondents think that instant feedback in messages on social media is a fascinating experience for them. |
The above table has summarized responses, and they can be linked with responses of respondents for dependent variable statements. For statements on the dependent variable, 53 percent of respondents say that they purchase products due to advertisements on social media. In comparison, 59 percent of respondents have noted that they follow social media accounts of their favorite brands. Here too, around 50 to 60 percent of respondents have agreed to these statements. It shows that variables have a moderately positive relationship with each other.
Thus, all objectives have been met through this research. The first objective was to examine how advertisement activities on social media affect customer brand loyalty. The research finds that the best advertisement activity is in the video format. It is because of its greater attention-grabbing ability. The second objective was explaining and outlining different advertisement activities. This research has found six of such activities and mentioned them in the table above. The third objective was explaining the role of social media in the advertisement. It has been established that it has a moderate effect on the advertisement. The fourth objective was examining the role of social media in affecting customer brand loyalty. It affects customer brand loyalty but moderately positively. Fifth and last objective has also been met because this research is going to help businesses and organizations make decisions as per customer needs. They should focus on video advertisements and should try to address participants showing neutral opinion. All hypotheses of the study are also met, though, and they are positively related at a moderate level. Thus, advertisement activities on social media have a moderately positive impact on customer brand loyalty. Social media mediates the relationship between advertisement activities and customer brand loyalty. Advertisement activities on social media are more effective.
CONCLUSION AND RECOMMENDATIONS
Conclusion:
The research concludes that there is increasing research on social media, and it relates to every aspect of business. Advertisement and its related activities make an important part of business and organizations. Many research studies study the impact of social media on advertisement activities and find a positive relationship. This research has social media as a mediating variable. It has studied the relationship between two variables, i.e., advertisement activities and customer brand loyalty. The initial part of the research has studied these concepts and conducted a literature review on it. After studying these variables, primary data has been fathered from respondents. It has taken views from consumers and has sought their views on different advertisement activities. Companies can adopt different advertisement activities that help increase customer brand loyalty. This study has identified six such activities that include print or banner advertisement, video advertisement, networking, celebrity endorsement, hashtag and trending activities, and instant feedback. The literature review on the topic states that both variables have a positive relationship through the mediating variable of social media. However, it is found that the relationship is positive, but it is moderate too. Yet, the research has found the relationship between variables that fulfills the objectives of the research.
One of the most important findings from this research has been the ranking of different advertisement activities based on significance. The most prominent advertisement activity is the mode of video for advertisement. The rest of all activities have around 50 percent to 60 percent support. It shows that they do not think that the chosen activities relate to customer brand loyalty significantly. The findings of the research are in line with the literature that shows a positive relationship between the chosen variables. However, the findings are different because it has not found a significantly positive relationship. It is the area that is different and has a special aspect of this research.
Thus, research has plenty of worth for corporations and marketing activities because it addresses empirical requirements. However, it also indicates that many respondents strongly disagree with all statements. It might show their lack of interest or preference for advertisement activities. It can be a great future research direction because many social media users want advertisement free experience.
Recommendations:
The research recommends based on the entire research carried out in this thesis. It strongly suggests that companies should focus on advertisement activities. There are many neutral responses to these statements, and companies should look into it. These neutral responses can be prospects for companies, but they can also slide to the disagreeing side. Therefore, it is worthwhile to consider this aspect of the research.
This research also recommends taking care of disagreeing responses, especially the strongly disagreeing responses. As has been mentioned above, these responses may lead to future research directions; it can be the subject of academic research as well. Companies can also research to find out why these respondents have strongly disagreed. Thus, this recommendation is of empirical and academic significance simultaneously.
The study recommends companies and marketing departments keep focusing on advertisement activities. Although many respondents have selected the neutral and “disagree” options, their majority had agreed to these statements. It shows that the majority consider advertisement activities related to customer brand loyalty. It is upon companies to establish this fact strongly further.
References
| [1] | E. Wright, N. M. Khanfar, C Harrington, and L. E. Kizer, “The Lasting Effects of Social Media Trends on Advertising,” Journal of Business and Economic Research, vol. 8, no. 11, pp. 73-80, 2010. |
| [2] | Karan Jain, “Marketing Customer engagement & Social media Advertisement,” NOLEGEIN-Journal of Advertising and Brand Management, pp. 1-18, 2019. |
| [3] | Philip Kotler and L. Kevin Keller, Marketing Management, 14th ed.: Pearson Education Limited, 2012. |
| [4] | T. Padoa, M Emerson, M King, and J. Milleron, Efficiency, stability, and equity: A strategy for the evolution of the economic system of the European Community. Oxford: Oxford University Press, 2007. |
| [5] | L Safko and D.K. Brake, The Social Media Bible. New Jersey: John Wiley & Sons, Inc., 2009. |
| [6] | J. E. Robinson, “A Study of Social Media Marketing In North Carolina Special Libraries,” Unpublished Master Thesis in University of North Carolina at Chapel Hill, U.S.A., 2007. |
| [7] | D Zarrella, The Social Media Marketing Book.: O’Reilly Media Inc, 2010. |
| [8] | NICHOLAS JACKSON. (2011) Infographic: Using Social Media to Build Brand Loyalty. [Online]. https://www.theatlantic.com/technology/archive/2011/07/infographic-using-social-media-to-build-brand-loyalty/241701/ |
| [9] | S Gunelius, 30 minute Social Media Marketing: Step by Step Techniques to Spread the Words about your Business.: McGraw-Hill: USA, 2011. |
| [10] | M. S. Hershcovis et al., “Predicting outcomes of social media advertising: A Meta-Analysis,” Journal of Advertising , vol. 12, no. 1, pp. 30-43, 2007. |
| [11] | W. G. Mangold and D. J. Faulds, “Social Media: The new hybrid element of the promotion mix,” Business Horizons, vol. 52, pp. 357-365, 2009. |
| [12] | Marloes van Asperen, Pieter de Rooij, and Corné Dijkmans, “Engagement-based loyalty: The effects of social media engagement on customer loyalty in the travel industry,” International Journal of Hospitality & Tourism Administration, vol. 19, no. 1, pp. 78-94, 2018. |
| [13] | S Kuiper and D. A. Clippinger, Contemporary Business Report Writing, 5th ed.: Pearson Education Limited, 2012. |
| [14] | Tahir M Nisar and Caroline Whitehead, “Brand interactions and social media: Enhancing user loyalty through social networking sites,” Computers in Human Behavior, vol. 62, pp. 743-753, 2016. |
| [15] | H Jiang and Y Zhang, “An investigation of service quality, customer satisfaction and loyalty in China’s airline market.,” Journal of Air Transport Management, vol. 57, pp. 80-88, 2016. |
| [16] | Jennifer B Ganz and Kevin M. Ayres, “Methodological standards in single-case experimental design: Raising the bar,” Research in developmental disabilities, vol. 79, pp. 3-9, 2018. |
| [17] | Christian Fuchs, “From digital positivism and administrative big data analytics towards critical digital and social media research!,” European Journal of Communication, vol. 32, no. 1, pp. 37-49, 2017. |
