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Subject: Agricultural Business Management × Author: Pandey, Shobha × End date: 2020 × Start date: 2010 × Type: Thesis × Thesis Type: Ph.D ×
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    ThesisItemOpen Access
    Loyalty creation through social media driven consumer brand engagement in Delhi
    (G.B. Pant University of Agriculture and Technology, Pantnagar - 263145 (Uttarakhand), 2020-07) Pandey, Shobha; Singh, Saurabh
    Social media acts as a medium to bridge the gap between brands and consumers. Brands are taking advantage of social media websites to empower information dissemination of the product or service. Social media provides ample opportunities to create connections with consumers. So, it becomes imperative for the marketers to tap these platforms. The digital presence can help in attaining better consumer engagement. The best suitable social media platform strategy leads to better consumer engagement. This research was focused on social media users of Delhi. The research was done in order to evaluate users’ perception, identify factors affecting social media communication and model development for social media brand engagement. The model started with seven exogenous factors, consumer brand engagement as mediator and brand loyalty as an endogenous factor. The results revealed that perceived interactivity, normative influence, informative quality and company responsiveness were affecting consumer brand mangagement which in turn affected loyalty. Consumer Brand Engagement fully mediated between perceived interactivity, information quality and brand loyalty. Partial mediation existed in the case of company responsiveness whereas no mediation was there for normative influence. This study shows relevance of social media in marketing communication and in building brand loyalty. Managers can maintain a powerful digital presence by leveraging the benefits of various social media sites and designing their social media strategy focused on the significant factors. Therefore, it becomes imperative for organizations to implement a suitable online strategy to create an impact on their customers.