Social media and brand loyalty

Building and maintaining brand loyalty are one of the central themes of research for marketers for a very long time. Marketers have utilized various means to maintain the brand loyalty of their customers. One of the recent means is the social media marketing. The aim of this study is to identify the effect of social media marketing on brand loyalty of the consumers, given that the concept is receiving increasing attention from marketing academia and practitioners. The following study investigates how to use social media to increase consumer loyalty toa brand. With the increasing trend in the utilization of social media practices in the fields ofpublic relations and marketing, it is becoming significantly important to understand how toeffectively reach and communicate with consumers through this medium. This study focuses on the necessary tools, tactics, and strategies thatshould be utilized through social media in order to increase consumer loyalty.