Factors Influencing of Social Media on Consumer Perception and Purchase Intention Towards Brand Loyalty: A Conceptual Paper

• Autores: Vasanthakumar Kumaradeepan, S. M. Ferdous Azam, Jacquline Tham
• Localización: International Journal of Professional Business Review: Int. J. Prof.Bus. Rev., ISSN 2525-3654, ISSN-e 2525-3654, Vol. 8, Nº. 5, 2023 (Ejemplar dedicado a: Continuous publication; e01897)
• Idioma: inglés
• DOI: 10.26668/businessreview/2023.v8i5.1571
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• Dialnet Métricas: 1 Cita
• Resumen

  • Purpose: The objective of this study was to investigate the factors of Social Media on Consumer Perception and Purchase Intention towards Brand Loyalty.

                                                    Theoretical framework: A recent trend of Social media has affected customers in various way. This was a conceptual paper to explore that there is relationship of consumer perception and purchase intention as mediating variable towards brand loyally. A comprehensive literature survey was carried out to evaluate various factors relating to Social media and its effectiveness to Brand Loyalty mediating effect with consumer perception and purchase intention.

      Method:  There were 102 research papers were analysis critically to find out the connection of factors of social media on consumer perception and purchase intention towards brand loyalty   Results and Conclusion:  entertainment, interaction, trust, e-word of mouth and online engagement as important factors influence mostly towards brand loyalty.

      Search implications:  The study has made contribution to the marketing and promotion and offered useful research gap for their further research on the field.

      Originality/value: There was a positive effect of Trust, interaction, e-word of mouth, trendiness, entertainment and online customer engagement as factors of Social media marketing influence on Brand Loyalty mediating with consumer perception and purchase intention.

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