THE IMPACT OF BRAND POST STRATEGY AND SOCIAL MEDIA ENGAGEMENT ON CUSTOMER LOYALTY WITH REFERENCE TO COIMBATORE CITY, TAMIL NADU.
Journal Title: IJAR-Indian Journal of Applied Research - Year 2019, Vol 9, Issue 1
Abstract
In a dynamic social system in which consumerism as an ideology is highly valued by brands because of the variety of product being introduced by the minute. The only way to ensure recurring sales is by the way ensuring customer loyalty. With the use social media platforms, both small and big businesses have engaged audiences to drive customer loyalty. This is because of increase in the ease of accessibility of social media platforms proving to be an effective way to engage existing and potential customer proving it to be an effective tool to pay attention. This research is based on the strategies brand can use to engage customers on social media platforms specically Facebook in Coimbatore, Tamil Nadu, India. A brand's post strategy has an inuence on the way a brand engages with the customers online. The same can be measured on three aspects: content type, posting time and media type. Subsequently, if a brand strategy for customer engagement is effective, it will eventually lead to loyalty. Thus, the aim of the study is assessing the inuence of brand post strategy on social media engagement on Facebook and Instagram. The secondary aim of the study is to assess the impact of social media engagement on customer loyalty.
Authors and Affiliations
Dr. S. Kalaiselvi, P. Govindaraj
Keywords
Related Articles
- EP ID EP463361
- DOI -
- Views 30
- Downloads 0
Quality of Service Based Improved Dynamic Source Routing in MANETs
Offering theQuality of Service (QoS)guarantee in a Mobile Ad-hoc Network (MANET) is a complicatedowing to node mobility, disputation for channel access, limitation centralized coordination and unreliable wireless channel...
ASSESSMENT OF SERVICES / FACILITIES AVAILABLE AT PRIMARY HEALTH CENTRES OF DISTRICT BUDGAM, KASHMIR: A CROSS SECTIONAL STUDY
The importance of Primary Health Care was internationally known after Alma Ata Conference in 1978.Primary health care in India is delivered by Sub center and Primary Health Center. Primary Health Center is the rst conta...
Life Skill Education: A Missing Component in Teacher Education Programmes in India
Life skills are the abilities that help to promote psychosocial competence and general well being of individuals. To enhance the efficiency of Prospective pre-service teachers and to convert them into individuals with hi...
An empirical investigation into salient aspects of Delhi Metro
The importance and contribution of Delhi metro is known to each one of us. It has added a new way of living, connecting and thus has reduced the travel time, added to comfort, affordability and manifold benefits. The pre...
DIGITAL PAYMENTS AND CONSUMER BUYING BEHAVIOUR IN INDIA
Digital payments are changing the consumers’ buying habits and influencing their purchase behaviour. Consumers don’t have to carry hard cash or even don’t need to have money in their bank accounts to make payments for th...