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All Journal PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC)
MOHD RIZAL MOHD AZMI
Universiti Multimedia
Education Other

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The Influence of Social Media Marketing on Brand Loyalty SURAYA AKMAR MOKHTARUDDIN; NOR RAHIMY KHALID; MOHD RIZAL MOHD AZMI
PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Vol. 2 (2023): Regional Economics Development and Business Transformation in the Digital Era
Publisher : Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/ibec.v2i1.77

Abstract

Information technology advancement has given an impact to the customers experience in service as well as their relationship with the service provider. The flexibility of communication channels such as smartphones, social media, email, Facebook, twitter, and others in making it easier for firm to effectively deliver message to target customer. The impact of social media marketing on band loyalty has been widely studied by previous literature in various contexts. However, the empirical research from the apparel company context is still limited. Therefore, this conceptual paper is proposed to fill in the social media marketing literature by focusing on the relationship between social media marketing and brand loyalty from the customer perspective. Academically, this study contributes to the literature of social media marketing in business-to-customer context specifically from customer point of view and practically to the apparel company in comprehending social media marketing in enhancing brand loyalty in apparel industry
Co-Authors NOR RAHIMY KHALID SURAYA AKMAR MOKHTARUDDIN