Social Media Marketing and Brand Loyalty among Generation Y

Abstract

Social media marketing is important for marketers to build and maintain brand loyalty among customers. Marketers create their own brand community through online brand interactions on social networking that are complicated and unpredictable to enhance brand loyalty. This study aims to determine the influence of social media marketing on brand loyalty among Generation Y consumers. Data were collected through structured questionnaires with a sample of 102 respondents among customers aged between 20 to 40 years old. The data were analysed using SPSS software where statistical analysis such as central tendency and regression methods were done. The results of this study confirmed that online marketing communications such as E-WOM is significant on brand loyalty together with online communities. Online advertisement is significant but has negative relationship with brand loyalty. This research provides insights for marketers to reach emerging younger generations faster and more efficiently in promoting their product and brand. Hence, promotion activities towards Gen Y consumers could be achieved using social media platforms.