Impact of Social Media Marketing on Brand Loyalty in India | Murali S
This Thesis was ventured to study the “THE IMPACT OF SOCIAL MEDIA MARKETING ON BRAND LOYALTY IN INDIA” the confluence of the internet, the social media and marketing activities have transcended into better results and prospects for both consumers as well as marketers manifest in the great number of marketers engaging in the active use of social media tool to communicate better, establish healthy rapport and forge long-term relationships with the target customers (Aaker, 2001). Consumers also, on the other hand, have found the new marketplace in the form of social media a convenient and hassle-free place for marketing, scrolling through a number of options, viewing the reviews and blogs and also sharing their views with other consumers as well as managers, and purchasing products with just a click and the product delivered right at the doorstep (Czerniawski and Maloney, 2009).
India has emerged to have become not only an attractive destination for marketers and the increasing number of tech-savvy people and internet users have made social media marketing a common practice in the Indian context.
As such, this research would delve the dynamics of the impact of social media marketing on brand loyalty through analysis and interpretation of theories, concepts and practical implications to arrive at justified and logical conclusions.