INFLUENCE OF SOCIAL MEDIA MARKETING ON BRAND LOYALTY AND CUSTOMER ENGAGEMENT AMONG GENERATION Z
Keywords:
Social Media Marketing, Brand Loyalty, Customer Engagement, Generation Z, Digital Marketing, Consumer BehaviorAbstract
The fast-changing nature of the social media networks has greatly altered the functioning of the marketing, especially in shaping the consumer culture of the generation Z. The paper and the descriptive and analytical research design included and the primary data were to be gathered through a 90-respondent structured questionnaire and 5-point Likert scale, the social media marketing effect on brand loyalty and customer engagement amongst the generation Z was addressed. The percentages and correlation analysis were used to measure the awareness, engagement and loyalty perceptions in the study in terms of percentages. The results showed that most of the respondents were highly aware of social media marketing and viewed it as an excellent option in promotion of customer relations. In addition, the findings have demonstrated that brand loyalty varies considerably as a result of marketing through social media and the customer engagement is the main mediator. The correlation analysis revealed that the customer engagement and the campaign of the social media marketing with the brand had a strong positive relationship. The conclusions drawn in the research are that personalized, interactive, and influencer-driven social media can be beneficial in creating effective relationships with the brand and keep the generation Z consumers faithful to the digital era.
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