Concept of Social Media Marketing (Doc)

Added on - 21 Feb 2021

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Table of ContentsINTRODUCTION...........................................................................................................................1Aim of research...........................................................................................................................1Objective of Research.................................................................................................................1Research Question.......................................................................................................................1LITERATURE REVIEW................................................................................................................1To understand the concept of social media marketing and brand loyalty...................................1To determine the benefits of developing and maintaining brand loyalty for Zara....................2To identify the influence of social media marketing on brand loyalty.......................................2RESERACH METHODOLOGY.....................................................................................................3SUMMARY.....................................................................................................................................4CONCLUSION................................................................................................................................4REFRENCES...................................................................................................................................6
INTRODUCTIONSocial media is digital tool which help an organisation in conducting their marketingactivity. With the assistance of social media marketing an organisation gain customer loyaltywhich result in generating more revenue. There are several social media tool which company canuse such as Facebook, Twitter, LinkedIn and so on for promoting their products. This research isbased on Zara which is retail sector organisation founded in 1975 by Amancio Ortega andRosalia Mera. It is worlds largest apparel retailer dealing in men's, women's and kid's clothing atworldwide level. Respective research will going to discuss impact of social media marketing onbrand loyalty of Zara.Aim of research“To analyse the impact of social media marketing on Brand Loyalty.” A case study on ZaraObjective of ResearchTo understand the concept of social media marketing and brand loyalty.To determine the benefits of developing and maintaining brand loyalty for Zara.To identify the influence of social media marketing on brand loyalty.Research QuestionWhat is the concept of social media and brand loyalty?What are the benefits of developing and maintaining brand loyalty for Zara?How social media marketing influence brand loyalty?LITERATURE REVIEWTo understand the concept of social media marketing and brand loyalty.As per the view point of Ramanathan, Subramanian and Parrott, 2017, Social mediamarketing is considered as the techniques which target social-networks as well as application forexpanding brand awareness or promoting specific products. Moreover this is the way to reachnew consumers, involve with existence clients as well as promoted their expected culture,mission or tone. Its aim to develop data analytical tool which permit marketers to trace howeffective its efforts are. Brand loyalty is refers as the pattern of customer behaviours by whichclients tends to get committed towards particular brands or goods as well as create repeatpurchase over time. This aids in developing a strong consumer base that in turn to serves as1
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