Impact of Social Media in Developing Brand Loyalty among Students

Building a brand loyalty among customers has always been one of the biggest challenges to marketers since a very long time. Marketers have been utilizing different means and methods to maintain the brand loyalty of their customers by making all the necessary arrangements. Social media today has evolved in the recent times as an important means that can build and maintain brand loyalty. The main aim of this study was to identify the impact of social media in developing brand loyalty among the student community. It is noted through this study that around 66% of the respondents are familiar and do follow a brand through the social media. The study clearly shows that good number of the respondents follow the post put up by friends or by the customers, thus social media is becoming an effective means of communication to the student community and is providing all the necessary relevant information which is an important factor that could influence brand loyalty among the students.