The Impact of Social Media on Brand Loyalty of E-commerce Business - A Case Study on Souq, UAE

This research aims to inspect the effect and influence of social media on the operations of the e-commerce business called Souq. The study focuses on the correlation between social media and creating brand loyalty for Souq. The research was conducted in the University of Wolverhampton, UK.

THE IMPACT OF SOCIAL MEDIA ON BRAND LOYALTY OF E-COMMERCE BUSINESS- A CASE STUDY
DONE ON SOUQ, UAE
NAME : PRAVIN MATHEW
STUDENT ID :1820430
UNIVERSITY OF WOLVERHAMPTON Case Study

Acknowledgment
I would like to thank everyone who has assisted me through this entire process of the research. I
am extremely grateful towards my supervisor Ms. Sufia Munir. Her patience and guidance
through my entire study is what helped me complete it. I would also like to sincerely thank to all
staff members and students of the University of Wolverhampton for their unending support,
which has made my thesis research possible.
I am in debt of all the individuals who participated in the study for their time and help. Their
support helped me in completing my research. I am also grateful to all the people whose previous
research work has helped me in executing this paper correctly.
Last but not least, I would like to give thanks to my family, whose support and encouragement
pushed me to do better and finish this study. Without your presence, I would not have been able
to achieve completion of this project.
Pravin Mathew
University of Wolverhampton, UK.
MBA, International Business Management.
Page 1 of 95

Abstract
Presentation Title : The Impact of Social Media on Brand Loyalty of E-commerce Business
Research focus : A case study on Souq,UAE
Student Level : Masters
Year : 2019
Language : English Language
Name of Supervisor : SufiaMunir
This research aims to inspect the effect and influence of social media on the operations of the e-
commerce business called Souq. It has been difficult for the business to achieve brand loyalty
through the use of social media. This has happened because of an increase in market competition
and a change in the trends of competition. Using social media for promotion purposes can be an
effective tool to reach out to cutomers. But Souq has been unable to produce content for their
social media that would attract customers. This is because the company is lacking a clear vision
for their brand which could attract new customers or convince the existing ones to stay. Souq is
registered as a United Arab Emirates based English-Arabic e-commerce site, which is the largest
e-commerce platform that operates in UAE and is owned by Amazon. The net estimated value of
the e-commerce site is $580 million for which Amazon undertook it. The platform was founded
in 2005 and was undertaken on 28th March 2017. The significance of the research lies in the fact
that it will help researchers help in understanding the correlation between social media and
creating brand loyalty, in this case, for Souq. The rationale behind the research is to investigate
and analyze the influence that social media creates on customers’ purchase habits and how it
could affect Souq’s endeavour at creating brand loyalty on the e-commerce site in United Arab
Page 2 of 95

Emirates. The results would show if customers’ repetition could determine factors behind brand
loyalty.
Analysis of a research to be effective, it is dependent on the research techniques. The sample size
that was chosen for this research is 50 people. The methods have been justified and it will help
effectively help clarify the purpose of this study.
The results of the data analysis shows that social media affects brand loyalty in customers and it
is the same case for Souq. The responses received from customers of Souq implies that social
media acts as an effective platform and it does put a positive effect in developing brand loyalty.
The analysis was done through correlation and regression on the responses collected from the
consumer of Souq. The results obtained shows strong association between the variables. In
comparing social media marketing and brand loyalty, the value obtained is 803, which is more
than 0.7 and signifies positive association. The p-value obtained is 0.00, which is less than 0.05
and signifies that influence of social media on brand loyalty and marketing on customers for
Souq.
Keywords: Social media, Brand loyalty, E-commerce, customers, personal relationships,
consistency
Page 3 of 95

TABLE OF CONTENTS
CHAPTER-1: INTRODUCTION.................................................................................................10
1. Overview.............................................................................................................................10
1.2 Problem statement...........................................................................................................11
1.3 Research aim...................................................................................................................12
1.4 Research objectives.........................................................................................................12
1.5 Research questions..........................................................................................................12
1.6 Research rationale...........................................................................................................13
1.7 Structure of the dissertation............................................................................................13
1.8 Summary.........................................................................................................................15
CHAPTER-2: LITERATURE REVIEW......................................................................................18
2.0 Overview..............................................................................................................................18
2.1 Conceptual framework.........................................................................................................18
2.2 Concept of social media marketing.....................................................................................19
2.3 Factors affecting social media marketing............................................................................19
2.4 Concept of brand loyalty.....................................................................................................20
2.5 Factors affecting brand loyalty............................................................................................21
2.6 Opportunity of social media marketing in e-commerce business........................................22
Basic considerations:.............................................................................................................23
2.7 Benefits of social media marketing in e-commerce business..............................................24
2.8 Challenges faced in social media marketing of e-commerce business................................26
2.9 Benefits of brand loyalty in e-commerce business..............................................................27
2.10 Challenges faced in maintaining brand loyalty of e-commerce businesses......................29
2.11 Impact of Social Media marketing on e-commerce business brand loyalty......................30
2.12 Methods of ensuring effectiveness of social media marketing for e-commerce...............32
2.13 Research Gap.....................................................................................................................33
2.14 Summary............................................................................................................................33
CHAPTER-3: RESEARCH METHODOLOGY...........................................................................35
3.0 Overview..............................................................................................................................35
Page 4 of 95

3.1 Research outline...................................................................................................................35
3.2 Research onion.....................................................................................................................35
3.2 Research philosophy............................................................................................................36
3.2.1 Rationalizing the application of positivism philosophy...................................................37
3.3 Research approach...............................................................................................................38
3.3.1 Rationalizing the application of deductive approach....................................................39
3.4 Research design...................................................................................................................39
3.4.1 Rationalizing the application of descriptive design......................................................40
3.5 Research strategy.................................................................................................................41
3.5.1 Rationalizing the application of survey research strategy............................................42
3.6 Sampling technique and sampling size................................................................................42
3.6.1 Rationalizing the application of random probability sampling technique....................43
3.7 Data collection technique....................................................................................................44
3.7.1 Rationalizing the application of primary data collection technique.............................45
3.8 Data analysis technique.......................................................................................................45
3.8.1 Rationalizing the application of quantitative data analysis technique..........................46
3.9 Ethical considerations..........................................................................................................46
3.10 Research limitations...........................................................................................................46
3.11 Summary............................................................................................................................47
Chapter-4: DATA ANALYSIS.....................................................................................................49
4.0 Overview..............................................................................................................................49
4.1 Descriptive analysis.............................................................................................................50
Chapter-5: CONCLUSION AND RECOMMENDATIONS........................................................76
5.0 Conclusion...........................................................................................................................76
5.1 Recommendations................................................................................................................77
5.2 Implication of the study.......................................................................................................78
5.3 Reflection on the study........................................................................................................78
5.4 Limitations...........................................................................................................................79
5.5 Future scope of study...........................................................................................................79
References......................................................................................................................................80
Page 5 of 95

Appendix -1...................................................................................................................................86
1. Question Title.............................................................................................................86
2. Question Title.............................................................................................................86
3. Question Title.............................................................................................................86
4. Question Title.............................................................................................................87
5. Question Title.............................................................................................................87
6. Question Title.............................................................................................................87
7. Question Title.............................................................................................................88
8. Question Title.............................................................................................................88
9. Question Title.............................................................................................................89
10. Question Title.............................................................................................................89
11. Question Title.............................................................................................................90
12. Question Title.............................................................................................................90
13. Question Title.............................................................................................................90
14. Question Title.............................................................................................................91
15. Question Title.............................................................................................................91
16. Question Title.............................................................................................................92
17. Question Title.............................................................................................................92
18. Question Title.............................................................................................................92
19. Question Title.............................................................................................................93
20. Question Title.............................................................................................................93
21. Question Title.............................................................................................................94
Page 6 of 95

List of Figures
Figure 1: Structure of the dissertation...........................................................................................12
Figure 2: Conceptual framework...................................................................................................14
Figure 4: Research philosophies....................................................................................................28
Figure 5: Research Approach........................................................................................................29
Figure 6: Research design..............................................................................................................30
Figure 7: Research strategy...........................................................................................................32
Figure 8: Sampling technique and sample size..............................................................................33
Figure 9: Data collection process..................................................................................................34
Figure 10: Data analysis technique................................................................................................35
Figure 11: Gender..........................................................................................................................39
Figure 14: Monthly salary.............................................................................................................42
Figure 16: Satisfied with social media marketing advantage........................................................44
Figure 17: Product authenticity offered by Souq...........................................................................45
Figure 18: Customer oriented program undertaken by Souq.........................................................46
Figure 19: After sales service of Souq...........................................................................................47
Figure 20: Response rate received after applying for a complaint................................................48
Figure 21: Mobile application related to Souq..............................................................................49
Figure 22: Effectiveness of customer relationship strategy in retaining loyalty...........................50
Figure 23: Satisfied with feedback suggested by consumers........................................................51
Figure 24: Satisfied with product prices........................................................................................52
Figure 25: Re-purchasing products from Souq..............................................................................53
Figure 27: Response quality satisfaction for consumers from Souq.............................................54
Page 7 of 95

Figure 28: Customer satisfaction interaction by Souq...................................................................55
Figure 29: Impact of social media on brand loyalty......................................................................56
Page 8 of 95

Case Study
Page 9 of 95

CHAPTER-1: INTRODUCTION
1. Overview
Social media has left a huge impact on various aspects of present society and world and is in
the centre of the debate about its application in virtual communication. According to Voorveld
(2018), social media is responsible for building closer social relationships by bringing the world
closer. Social media has decreased the distance to the point where it is no more point of concern
and businesses are using this opportunity to connect with more consumers across the world and
bring in larger amount of revenues ( Parveen, Jafar, & Ainin, 2015). The ways that social media
has such extensive effect on the marketing culture around the world is through advertising,
purchasing trends, and marketing strategies. According to Lee and Workman (2015), the market
is getting more and more tough every day as the number of similar business organizations. This
makes one of the core objective of businesses in this competitive atmosphere is sustainability.
Pappu and Quester (2016) stated that brand establishment and maintenance are the main
points of interest in research for marketers and it is also considered to be the ultimate dimension
of brand resonance amongst customers as it creates enhanced identification of a brand and also
dictates the long-term relation that exists between the brand and its consumers. According to
Page 10 of 95

Voorveld (2018), if a brand is capable of gain prominence, exclusive and positive image in the
minds of a larger section of the consumer base, they become more alluring and unique, thereby
winning the loyalty of the customers. Building a successful brand loyalty affects the company in
many ways, namely, higher revenues and profitability, higher shares in the market, expansion
and more. This guarantees a more stable position in the market.
In this research the focus is on the e-commerce platform active in United Arab Emirates
and is owned by Amazon. It is the largest e-commerce platform operating in UAE
(Uae.souq.com, 2019). The platform was founded in 2005 and since 28th March, 2017, Amazon
has undertaken operations of the company for an estimated $580 million (Uae.souq.com, 2019).
A variety of products is available for the consumers on the platform, such as, electronics, health
and wellness products, beauty and fashion goods, household items, and much more. The
company has recently started working with local markets in order to sustain in such a
competitive (Uae.souq.com, 2019). The impact of social media marketing in brand loyalty
promotion has been investigated in relation to Souq in UAE, in this study (Uae.souq.com, 2019).
1.2 Problem statement
Souq has been encountering issues achieving customer for the brand due to the rapid change
in the e-commerce business trends, despite the fact that they have used social media as the
marketing tool. The fast-paced changes that are taking place in the market and the heightened
level of competition has brought up difficulties for Souq in comprehending the ways in which it
could achieve brand loyalty by using social media as a marketing tool. The main problem for
Souq is production of relevant content to attract consumers. This arises from the company’s lack
of vision and this is affecting their customer base. Given the current state of rapid change of the
e-commerce market, using social media to build on strategies has been a challenge for Souq,
Page 11 of 95

resulting in hindrance of customer repetition and their decision about purchasing (Alves,
Fernandes, & Raposo, 2016).
Souq has been facing difficulty in establishing brand loyalty through social media use for
marketing and it is more concerning given the current business environment of the United Arab
Emirates. Brand loyalty is a necessary aspect in a country like The United Arab Emirates where
there is a plethora of options for customers looking to fulfil their needs and desires (Thompson,
Newman, & Liu, 2014)
1.3 Research aim
This research aims to investigate and analyse the effect and influence social media creates on
the overall operations of the e-commerce business establishment called Souq, as well as generate
business strategies which would help the company fulfil their common objectives
1.4 Research objectives
The objectives of the research are:
1. To investigate the association between social media marketing and brand loyalty for Souq
2. To consider relationship between the electronic word of mouth towards brand loyalty
3. To identify the significant influence of social media marketing towards consumers’
purchase intention for Souq
1.5 Research questions
The two research questions are developed with the aim of providing a guideline on how fast
the e-commerce companies are influenced by marketing tool. Addressing the research aim and
questions will help in fulfilling the gap of the investigation. The two research questions of the
study are mentioned below:
Page 12 of 95

1. What is the impact of social media on the brand loyalty?
2. How does brand loyalty assist in increased customer repetition and increased popularity
towards the firm, Souq?
1.6 Research rationale
The analysis of the social media impact on brand loyalty in reference to Souq, gives us
insight on the gaps that exist in social media in brand loyalty. The importance of this research
lies in the fact that it can provide researchers with chances to inspect the existing relationship
between brand loyalty and social media marketing, in this case for Souq which is an online e-
commerce platform based in the UAE and owned by Amazon (Hollebeek, Glynn, & Brodie,
2014). In understanding this relationship, comparing and contrasting brand loyalty in both the
presence and absence of social media would be useful. Moreover, this study intends to
investigate the relation between the electronic ‘word-of-mouth’ and brand loyalty achievement
that precious research has identified as a gap that has not been previously studied (Qasim &
Mohammad, 2017).
The rationale of the relationship has also been highlighted as this study strives to analyse the
effect that social media marketing has on the decision making process in customer purchase for
Souq and establish brand loyalty for the said e-commerce platform. The expected result would be
increased customer repetition would help increase brand loyalty (Nysveen, Pedersen, & Akard,
2013). In studying the gaps existing in research, new strategies and suggestions could be formed
to increase customer repetition, and thereby, increase the popularity of the company. Maintaining
a stable brand loyalty is a necessity for the company, given the current scenario of the United
Arab Emirates, to sustain in the market through gaining competitive advantage over the other
businesses (Shams, Alpert, & Brown, 2015).
Page 13 of 95

1.7 Structure of the dissertation
There are six chapters that form the complete structure of this study which include
introduction, literature review, research methodology, analysis, findings, conclusion and
recommendation. Every chapter here plays an important and useful role in the completion of this
research. The introductory chapter summarises the selected topic and identifies the problems that
need to be analysed in this research. Based on this, the research aim, objectives, and questions
are formed in the later chapters, as well as justify the research topic. The chapter literature
review discusses previous works done on similar and related topics and critiques the information
obtained. The third or the research methodology chapter helps in comprehending the multiple
distinct research tools by providing definitions and justifications behind their selection so that
authentic and good quality data can be obtained.
The data analysis chapter analyses the data collected based on chosen methodologies. This is
done in order to achieve the aim of the present research. The discussion chapter does the part of
discussion and interpretation of the collected data from the previous chapter and relating them to
references collected in previous sections of the paper. Finally, the conclusion and
recommendations chapter concludes the research by deducing a gross conclusion and mentioning
the gaps which needs more research and suggesting ways to overcome the problems mentioned
in the study, followed by discussing scope of research for the future.
Page 14 of 95

Figure 1: Structure of the dissertation
(Source: Created by the Author)
1.8 Summary
To summarize, this chapter establishes that forming and maintaining brand loyalty in
customers is the core intention of organizations looking for success, since it helps in gaining
advantage over competitors and sustaining a stable position in the market of the business world.
The business organizations use different means to maintain loyalty of the customers out of which
social media marketing plays an important role and is one of the most effective. Social media
acts as a popular option as a platform that allows business organizations to interact with
customer populace across time and place. Nevertheless, this huge amount of exposure brings
transparency along with it which becomes a hindrance to creating brand loyalty. The customers
are provided with a wide range of choices when one company fails to meet their expectations.
Page 15 of 95
Introduction
Chapter 1
Literature review
Chapter 2
Reserach methodology
Chapter 3
Data analysis
Chapter 4
Conclusion and recommendations
Chapter 5

Therefore, the relation between social media and brand loyalty is discussed and explained in
relation to Souq, the Amazon-owned e-commerce site based in the United Arab Emirates.
Page 16 of 95

LITERATURE REVIEW
Page 17 of 95

CHAPTER-2: LITERATURE REVIEW
2.0 Overview
The following chapter focuses on the existing literature by taking into account that
independent and dependent variables. The education is focused on working with the scholars that
help in understanding the concept of social media marketing as well as deal with brand loyalty.
The view of various scholars cater to evaluate in a critical manner so that the concept about both
the matter can be gathered (Stephen 2016). The conceptual framework that has been gathered
helps in understanding the factors which are involved in brand loyalty and social media
marketing.
2.1 Conceptual framework
Page 18 of 95
Consistency
Reasonable
expenditure
Strategies
value
Frequency
Expectations
Convenienc
Customer
service
Personal
relationships
Follower engagement
Social media
market Brand
loyalty

2.2 Concept of social media marketing
Social media marketing is suggestive to the channels, media websites and social networks
so that the product can be marketed. The term has also coined as digital marketing in the recent
times, where the purpose of marketing is to build the data analytical tool (Ashley and Tuten
2015). With the use of social media marketing the marketers can be equipped with track of
successful efforts that are constructed by a business. The business is in the view that it helps in
adopting a wide range of technique so that the strategies can be promoted while it engages
people with different variety of products or services that is provided by the organization.
2.3 Factors affecting social media marketing
Reasonable expenditure: the concept of social media marketing can be considered as s strategy
as the cost of creation of a page for the organization is free. The concept is completely free of
cost until the organization decides to spend on the promotion and boost its organization on the
promotional skills (Felix, Rauschnabel and Hinsch 2017). Hence, for social media marketing it
cannot be considered as a favorable result or a free strategy and instead make investment in the
form of promotional needs to be made.
Strategy: the following strategies needs to be adopted in order to post the campaign for
promotion. A documented strategy is required to ensure that the webpage can be created which
leads to easy accessible to the target market. To this context it can be considered that while
setting up a proper target market it should be considered as one of the top strategies of the
company (Constantinides, 2014).
Consistency: it can be seen that the social media marketing that has an advantage are usually
consistent in terms with the activities which are undertaken by the manager. It is on the option
Page 19 of 95

that the consistency needs to be directed towards the change which are expected from the
organisation by the consumers. However, the consistency needs to be met by a particular
organisation.
Frequency: it is observed that some of the social media contents needs effective gain in
promotion by positioning only once a week or once a month (Hays, Page and Buhalis 2013).
Hence, the limitation of posting should be on a daily basis so that each and every customer is
updated with the recent trends and change which are taking place in the organisation. This can
enhance in maintaining the interaction level by the organisation albeit in an indirect approach.
Value: the platform of social media helps the customers in exchanging values that facilitates the
customer to make changes. The value offered by the company can come in different forms such
as in discount or special deal. This approach is implemented by the company to engage the
entertaining content to attract the attention of the customers (Vinerean et al, 2013). Most of the
organisation offers the discounts to target it market and retain its previous customer as well as
gain a few new customers as well.
Follower engagement: without following up the customers, posting content would not affect the
consumers towards the development of the social media marketing. It is an important part of
each and every organisation to collect feedback so that it can work on further strategies which
could inculcate development in the organisation. An interaction or a conversation with the
consumers should be made (Godey et al, 2016).
2.4 Concept of brand loyalty
As opined by Grieco, Michelini and Iasevoli (2015) brand loyalty is the positive value
that the customers show towards any given brand. The customers display their dedication to
Page 20 of 95

purchase products or services from the same company repeatedly. It can also refer to the
behaviour of the customers where they promote the value of the product that they use through
word of mouth. The commitment that customers provide to a given brand can actually determine
the value of the brand over any other brands in the world. The future performance of the brands
can be effectively known through the amount of brand commitment that is displayed by the
customers. Hence, present ad future performance outcomes can be essentially attributed to brand
loyalty.
2.5 Factors affecting brand loyalty
Convenience- Convenience of the products need to be maintained in order to keep the
volume of the necessary products necessary for the customers. The unavailability of a given
product can greatly affect the buying decisions of the customer. A proper inventory management
framework is required in order for the same to happen. As opined by Mwai, Muchemi and
Ndungu (2015) the interests of the customers need to be met through both increasing the
availability of shops and the availability of the products. The customer’s ease for availing the
products need to be maintained.
Expectations- The expectation of the customers need to be met by the organizations. The
products need to live up to the expectations that the customer has predetermined for the product.
The companies need to be consistently aligned with the products and services that they provide
to the customers. This is needed in order to maintain the target markets for the customers. The
delivery of the products need to be made as per the promise. The most important things that need
to be consistent are price, value and continuity. In any case the downturn of the products among
the customer base should be avoided.
Page 21 of 95

Customer Service- The complaints process is important for any organization. As opined
by Veloutsou (2015) it is necessary that effective complaint mechanisms are established to
provide quick response to the customer issues. It becomes necessary to keep the services
consistent with the sold products in order to maintain effective customer interactions. Effective
and efficient brand loyalty needs to be maintained for all customers.
Personal Relationships- The customer relationships encompass the interactions with the
customers from before to after the product purchase. According to Pappu and Quester (2016) the
people’s attitude becomes important in maintaining the brand loyalty. Personal relationships
need to be maintained between the company and the customers on a regular basis for ensuring
greater levels of customer loyalty. Providing updated information to the customers can also help
to maintain effective relationships between the organizations and its customers.
2.6 Opportunity of social media marketing in e-commerce business
Experts consider social media, a powerful instrument to develop websites involved in e-
commerce. According to Tuten and Solomon (2017), it is essential to drive customers to a
product which is new in market or grab their attention in an innovative way, to the upgraded
version of an existing product, in order to increase sales. Ashley and Tuten (2015), consider
Social media market can be characterized as a highly competitive market. Hence the strategy of
‘direct sales is applied, where the marketing related information reaches to the customer directly
without the intervention of intermediaries. Felix Rauschnabel and Hinsch (2017) think that, there
is an essentiality to recognize the following opportunities, offered by social media marketing, at
the time of formulating strategies, for enhancing the efficiency of business activities related to e-
commerce.
Page 22 of 95

Basic considerations: The basic considerations of the experts is that, there is a need to spend a
quality time to form and design e-commerce sites, so that the desire for purchasing products from
that particular website, can be evoked within the customers. Ashley and Tuten (2015), inclusion
of the icons of different social media at the end of each of the webpages, may prove as an
advantage to gain the opportunities to utilize social media as a platform for online marketing.
According to Tuten and Solomon (2017), effective strategies should be formulated so that social
media marketing can reach to its target market.
Increasing followers: If the followers increase in number that can be considered as one of the
vital opportunities gained by an e-commerce company. According to Constantinides (2014),
when followers rise in number, this signifies the success of online marketing using social media
as an effective platform. Again, Sajid (2016), think that, gaining supports from the followers of
social media is an easy way to boost social media marketing. This is because, the more is the
followers, the higher is the number of shares and viewers of the marketing related content
published over social media. Felix Rauschnabel and Hinsch (2017), have pointed out that, a
product or the company that manufactures the product can be promoted through the ‘likes’ and
‘shares’ of the viewers who are also the followers f the facebook page or official website of that
company.
Promotional posts: Experts consider ‘promotional posts’ an effective instrument used to answer
the questions about the final objectives of the business organization that ventures into social
media marketing. Ashley and Tuten (2015), consider that, a dynamic approach should be formed,
in order to develop a product and this will only be possible with help of an effective promotion.
Sajid (2016), argues that, promotion can be considered as an opportunity to grow a business, as it
Page 23 of 95

assures that, each of the targeted customers have a good understanding of the features of the
product to be sold.
2.7 Benefits of social media marketing in e-commerce business
The benefits that a company can receive by conducting social media marketing are:
Helps in providing a boost to the efforts:
According to Dahnil et al. (2014), online marketing over social medic as assist a business
organization in its attempt to identify as well as gain prominence in the marketed targeted by the
business organization. Hays Page and Buhalis (2013) consider that, social media like Facebook
can make the customers aware of the promotional activities of a business organization conducted
over social media.
Helps in gaining attention: Attention can be grabbed through social media. Dahnil et al. (2014),
consider that, the marketing activities through the platform of social media can be aligned with
trending posts over social media. This can be explained with the help of an example, such as the
use of local events, or international programs arranged by several business organizations, which
are considered to be the trending stories by the customers and hence their attention can be
gained.
Helps in the development of the official website: This is one of the major objectives of
multinational business organizations. Dahnil et al. (2014) consider that, every multi-national
business organization aims to enhance its sales and collect the feedbacks of the customers from
all over the world, through continuous conversation over social media. This can only be done by
Page 24 of 95

establishing an official website. Social media marketing through facebook as well as instagram
promotes and develops official website of a business organization and facilitate the targeted
customers to know more about that business organization.
Improved brand loyalty: According to Tuten and Solomon (2017), social media marketing
improves as well as increases the interaction of a business organization with its targeted
customers, which in turn enables the company to modify their products and maintain brand
loyalty. Felix Rauschnabel and Hinsch (2017), consider that, when a company start interacting
with the customers, the image of the company i highlighted in front of the customers. This can be
considered as an advantage of the company. Vinerean et al. (2013) consider that, constant
interaction with the targeted customers and inculcating necessary changes in the product and
services, can really influence brand loyalty.
Improve customer services: Inclusion of new features like adding chat box or complaint pages
in the official website of the company, can enhance the quality of the customer services by a
company by a company. According to Tiago and Veríssimo (2014), the enhanced or extended
features provided to the customers by a company do not only enhance the values of the customer
services, but also help in retaining customers. According to Sajid (2016), offering new features
to the customers can improve interaction between the company and its customers.
Sharing content: According to Tuten and Solomon (2017), with the help of social media
marketing, promotional as well as product related contents can be shared in details. For instance,
the contents related to the process of manufacturing a product can be shared over social media
which in turn creates a good image of the company and the company can retain customers. Thus
social media marketing helps e-commerce companies to grow.
Page 25 of 95

2.8 Challenges faced in social media marketing of e-commerce business
There are several challenges which social media marketing encounters due to the e-commerce.
The decline of organic reach: In this digital era, it is tough to determine the actual number of
the persons, who follow a particular website. Godey et al. (2013), consider that, the reason
behind the difficulty to count the actual customers who follow a website, is, the huge online
traffic. According to Vinerean et al. (2013), online traffic often creates obstacles in the path of
observing the impact of a marketing strategy from the number of the followers. Hence the
decrease of the organic reach is one of the major challenges that companies venturing into social
media marketing encounter.
Creation of effective cross channel strategy: Sometimes formulating various kinds of channels
become a challenge to the manager of a company that conducts social media marketing. This is
because the company needs to optimize each channel to make social media marketing effective.
Hays Page and Buhalis (2013), consider that, the format of each of the channel is unique; this is
the reason why managers find it difficult to take care of all the channels and identify the target
market simultaneously.
Time management: One of the major challenges of social media marketing is management of
time. According to some experts, each webpage formed for the purpose of promoting a product,
demand the same amount of attention and managers find it difficult to pay equal attention to all
the webpages. Constantinides (2014), consider this challenging the time allotted to every
promotional content published on the webpage may cast upon a negative influence on the
formation of effective marketing strategies. Hence, Godey et al. (2013), emphasizes on the
Page 26 of 95

maintenance of a schedule for dividing time for various social media posts and also interaction
with the customers for collecting feedbacks.
Data management: Collection of data from the social media, collecting as well as observing the
responses from comments and feedbacks of the followers, can be considered as one of the
toughest challenges to a company that ventured into social media marketing. According to some
experts, the reason behind this is the lack of reliability on the data collected from social media.
Tiago and Veríssimo (2014), consider that, the statistical data may not always be reliable, but the
information about views or ‘likes’ is helpful to form an idea about the effectiveness of the
promotional contents published online. This in turn assists in the modification as well as
formation f social media marketing strategies. Constantinides (2014), consider that, as a solution
to this problem, the loopholes of social media management system should be eliminated so that
proper recognition, monitoring as well as measurement of the data collected through social
media can be done.
2.9 Benefits of brand loyalty in e-commerce business
Brand loyalty has always been effective in nurturing trust between customers and
organizations. Some of the most important benefits of e-commerce brand loyalty include:-
Revenue increase- customer retention increasing aspects can help to boost the
organizational profits simply because of customer loyalty. According to Zehir and Narcıkara
(2016) the establishment of loyalty leads to the creation of trust. Hence, it can pave the way for
effective development of the image of the brand. More retention of customers can lead towards
Page 27 of 95

boosting the profitability of the firms. This can lead to increase in the total revenue earned of any
organization.
Gathering of valuable data- Most customers in the contemporary market conditions prefer
to give their feedbacks concerning the products that they use. According to Veloutsou (2015) this
can be effective in gathering data that is valuable that can be effectively used towards optimizing
the service offerings of any given organization. This data gathered can improve customer
satisfaction through continuous improvement of product offerings. This can also be beneficial for
the strategy formation functions of organizations.
Customer appreciation- Customers want and need to be appreciate for their long term
business involvement with the brands. Hence it becomes important to reach them through the
provision of discounts or service facilities as and when required. This can help the organizations
to gain business advantage. Zhang, Benyoucef and Zhao (2016) organizations can also create
special programs to reach out to their loyal customer base. This can be personalized to create
better connection with the customers. The interactions can lead to better creation of opportunities
for increasing future sales.
Sales increase- Customer interactions can help to develop better sales functions within
companies. Many opine that is this is mostly because the increase in sales can contribute towards
the formulation of better strategies for the company. Increasing the number of sales can provide
better opportunities in front of the organization to gather more customer feedback. This can also
provide customers with the opportunities to make better decisions. The likelihood for making
purchases is increased among the customers. Hence, brand loyalty become important in
Page 28 of 95

determining the increase in sales through focusing on the development of more suggested
products.
Measurement of loyalty through engagement- The data gathered from programs can help
to understand the factors that increase customer loyalty. The engagement of customers can
improve the sales efficiency and help in the improvement of customer engagement programs.
Regular and prompt customer feedback can help the organizations to improve their market
strategies for the long term.
2.10 Challenges faced in maintaining brand loyalty of e-commerce businesses
Despite brand loyalty being an essential part of the developmental and retention factors
for customers, there are certain criticisms that can hamper its market efficiency and growth. The
most significant challenges include the following:-
The brand paradox- There has been a decline in customer loyalty. This can mainly be
attribute to the growth of a large number of brands that are similar in terms of their product
offerings. The prices are also greatly identical to each other. According to Al-Mohammad (2017)
this creates an environment of extreme competition that creates disadvantage for the brand due to
changing customer brand preferences. This becomes a highly unpredictable factor that leads to
lesser scope for mitigation of strategies.
Customer expectations- The expectations of customers can be significant challenges due
to the need for the companies to meet the expectations regularly. Customer expectation can be
measured through the feedback process regularly. The expectations can be known through
deriving the feedback about customer preferences. Low budget can at times result in the failure
in meeting the expectations of the customers. However, it is argued that regular interactions with
Page 29 of 95

the customers can be a solution to this problem as smaller budgets can be allocated
systematically to take care of the demands. Continuous product improvement is needed to
overcome the significant challenges rather than improving after longer periods.
Maintain effective communication levels- Personal interactions with the customers
becomes necessary in order for the creation of brand loyalty. However, a significant challenge
that is faced in this regards is that customers may not be interested in buying a given product at a
given time. It thus, becomes more important that the organization maintains ongoing
communications with the customers. This helps in creating long standing relationships with the
customers.
Provision of satisfactory rewards- Customers require discounts and coupons to rejuvenate
their interests in buying products. Rewards however might not be satisfying enough for
addressing the needs of the customers. Loyal customers require additional discounts that provide
them with an advantage over the other customers.
2.11 Impact of Social Media marketing on e-commerce business brand loyalty
The contemporary corporate scenarios require social media to play important roles
towards the development of any organization. It is important to reach out to the customer through
effective online communication strategies. However, at the same time it can be argued that
customers also need to understand the various tasks the organization undertakes to serve them to
be loyal to the given organization. The impact of social media on brand marketing can hence be
measured.
Going beyond likes and shares- it is considered by many that social media is simply a
tool to increase the likes, shares and comments for any organization. According to Michałowska,
Page 30 of 95

Kotylak and Danielak (2015) the social media platforms can be used for effectively promoting
the brand. Social media can be used to create a direct approach through which better
opportunities for developing any brand could be realized. Hence, it was also argued that social
media can also be effectively used as a tool for business expansion and development.
Helping in communication development- Social network can be used to create an
essential framework for the establishment of communication between the company and the
buyers. In this regards social media can be used to not only market the products of a given
organization but at the same time be used as an effective feedback mechanism. The opinions of
the consumers can be gathered from social media which can later be used for product
improvement. Strong networks can be created through which the businesses can be expanded and
developed. The networks can also be used to create positive expectations about a product and
service that will be released by a company.
Customer satisfaction- Customer satisfaction can be effectively measured through social
media. According to Yeh, Wang and Yieh (2016) the customers can be provided with a preview
of the actual product that is to be released I the market. The feedback can then be used to
improve the products. Additionally, favorable opinions about the product can be created among
the customers. Social media marketing helps to increase the experiences of customers in regards
to any product. The opportunity for brand development is provided by the constant interactions
of the customers and the company. The information that can be gained by the organizations can
help to build better opportunities for maintaining long term customer satisfaction.
Page 31 of 95

2.12 Methods of ensuring effectiveness of social media marketing for e-commerce
The analysis of the effects that social media marketing can have it is proposed the
methods through which effectiveness in the given context can be ensured.
Setting goals that are most important to be addressed- the objectives for setting up social
media marketing can be identified and effective plans can be formulated to address the same for
gaining success.
Researching the audiences- the audiences need to be identified as the products and
services can be directed to them effectively. This would also help in gaining more expertise in
the market.
Establishing effective metrics- The key areas of performance need to be understood and
developed subsequently. The metrics are much important for the development of the strategic
objectives.
Identification of the competitors- The strengths and the weaknesses of the rival
organizations need to be effectively analyzed. The company can identify gaps that can be filled
in the products to increase competitive advantage.
Creation of social content that is engaging- social media content that can engage the
customers need to be formed. The encouragement of the customers need to be given for
enhancing the promotional factors.
Establishing timelines- Timelines are important and each of the strategies should be
limited by an efficient timeline. The timelines however, need to be realistic in order to establish a
feasible framework for the marketing functions.
Page 32 of 95

2.13 Research Gap
Some of the important gaps of the research are related to the areas that were explored
concerning social media marketing. The areas that highlight the importance of social media
marketing have not been considered for conducting research. Previously the marketing functions
of the organizations were either done on the basis of word or mouth or they were done on the
basis of brochures, posters and similar forms of advertising materials. This required financial
resources and were expensive at times. One of the important limitations of the research is that the
implementation of the social media marketing was not done in proper manner. The changes that
have occurred in social media over the recent years have not been considered in the research.
The future researches need to take into consideration the importance for marketing in social
media and how it can contribute towards brand loyalty.
2.14 Summary
The literature review has provided an effective outlook of the various concepts and
factors that tend to affect the dependent as well as the independent variables. The case being
considered, the analysis revealed that social media marketing has great impacts on brand loyalty
development. Various challenges, opportunities and benefits can be derived from marketing in
social media. The brand loyalty is highlighted in this chapter. Additionally, the various methods
that ensure the effectiveness of marketing in social media for e-commerce development
Page 33 of 95

RESEARCH METHODOLOGY
Page 34 of 95

CHAPTER-3: RESEARCH METHODOLOGY
3.0 Overview
This chapter will deal with the various tools that are used in doing the research. The
method that is used to do the research will be elaborated in this part of the research. Furthermore,
this unit of the research will elaborate on the research strategies. The researcher will provide a
justification of all the methods that are chosen for the completion of the research. The researcher
will also make sure that the ethical considerations of the research are maintained while doing the
research so that the research can be done more effectively. Additionally, the researcher
specifically mentions the limitations that he/she have experienced during the course of the
research.
3.1 Research outline
The effective evaluation of the research is dependent on the usage of feasible research
techniques. The sample size of this research is 50. The justification of each of the research
methods has been provided as this brings about clarity in the research.
3.2 Research onion
The various stages that are used while conducting a research will be explained with the
help of the research onion. Every stage of the research onion will provide an outline of the
various methods that are being used to complete the research. The approaches, philosophies and
the strategies of the research are analyzed with the help of the research onion.
Page 35 of 95

Figure 3: Research Onion
(Source: Saunders, Lewis and Thornhill, 2009)
3.2 Research philosophy
The idea of the rationality of the research, describes the methods for gathering material
for the examining the research work. Three major forms of research philosophies are realism,
positivism and interpretivism. As opined by Neuman (2014), the philosophy of positivism is an
intensely systematized research theory that has the capability to deal with massive examples.
Logical and scientific methods are employed to do the research; this is in case that the
philosophy of positivism is employed while doing the research. This type of research almost
guarantees proper and exact results as scientific method are employed to do the work. The
philosophy of interpretivism provides instances that can be reflected on the basis of the intention
of the study (Taylor et al., 2015). The philosophy of realism is an amalgamation of both the
Page 36 of 95

theories of interpretivism and positivism. It shares the qualities of both interpretivism and
positivism.
Figure 4: Research philosophies
(Source: Created by the Author)
3.2.1 Rationalizing the application of positivism philosophy
The philosophy of positivism has been used for doing this research. The use of the
philosophy of positivism can be justified by the fact that this philosophy is the most appropriate
philosophy for collecting quantitative evidence (Nueman 2013). By applying the philosophy of
positivism, the researcher tried to find out the impact the social media marketing has on brand
loyalty. A logical methodology could be used by the researcher because of the usage of the
philosophy of positivism (Taylor et al., 2015). Choosing a different philosophy for doing this
research would have changed the results of the research.
Page 37 of 95
Research
philosophy
Positivism
Interpretivis
m
Pragmatism

3.3 Research approach
The application of an effective and proper research approach ensures the researcher that
the research will be completed without any major problems. Both the inductive and deductive
researches approaches can be used to for doing this research. Inductive research approach helps
in developing new hypothesis and ideas from the information that is gathered from the research.
Accordingly, the evidence is assembled and then new proposition and concepts are established.
The deductive research approach is when the researcher uses the concepts and theories that are
already established, that is gathered from the survey is analysed and the literature review is
analysed and then concepts are developed (Vaioleti, 2016). Consequently, the researcher can
regulate the opinions made and the assembled evidence with pre-existing suppositions and
thoughts.
Figure 5: Research Approach
(Source: Created by the Author)
Page 38 of 95
Research
approach
Inductive
Deductive

3.3.1 Rationalizing the application of deductive approach
To do this research a deductive research approach has been employed. By using the
deductive research approach, the research was able to approve the two notions that have been
researched and defined. Successively, deductive research approach is appropriate for doing this
research as it provides benefit to the researcher so that he/she can use reference to the previously
recognized inscribed works that has substantial ideas hypotheses. By using already existing data
and information, the researcher is able to build a more strong theory that is effective in studying
social media marketing (Lewis, 2015). Moreover, by applying deductive research approach, it
helps neutralizes erroneous application of information and data.
3.4 Research design
The research design helps the researcher to study the aims and targets of the
research. There are three kinds of research design, descriptive, informative and exploratory. As
suggested by Flick (2015), the use of exploratory research design allows the researcher to inspect
new thoughts and ideas that are of prime importance to the research question. By using a proper
research design, the researcher will be able clearly identify the components that are used in the
research with the help of relevant data and provide a proper support to the project in an effective
method. As opined by Pannerselvam (2014), descriptive research design is comprised of
exploratory and explanatory research design. Therefore, the use of descriptive design permits the
researcher to inspect innovative ideas and thoughts just to elucidate the closeness of this specific
research in conducting a suitable application of the research.
Page 39 of 95

Figure 6: Research design
(Source: Created by the Author)
3.4.1 Rationalizing the application of descriptive design
In this research the descriptive research design has been used. The descriptive
research design was used because it helped the researcher to conduct the research in an organized
manner and helped him/her develop a reasonable research rationale and a proper conclusion of
the research (Flick, 2015). With the use of this research design, the researcher was able to detect
the consequence that social media marketing has on the image of the brand. Descriptive research
design comprises of both the makings of exploratory and informative research strategy; the
application of this arrangement gives the researcher a chance to inspect the notions of social
media, its influence and the elements that affect social media as well as the product loyalty
(Silverman, 2016). Consequently, the researcher can deliver a more insightful comprehension of
the aspects by determining the effect that social media has on brand loyalty. The use of
Page 40 of 95
Research
design
Exploratory
Explanatory
Descriptive

descriptive research design moreover aided the researcher to elucidate the various variables that
affects the conceptions. In this way, since both the components and the ideas of the preferred
variables are portrayed in detail, the application of the descriptive research design is warranted.
3.5 Research strategy
Action research, interview, case study and survey are the most employed research
strategies while carrying out a research. While doing a case study research strategy the
researcher indicates to the existing literary works so that it can help in the arguments of the
evidence and data presented in a research work (Neuman and Robson, 2014). The use of research
strategies take place in actions that is generally employed, as this gives some chance to the
researcher to indicate to the secondary information which will augment the nature of the
research. A survey helps in portraying the research using numbers and statistics and breaks them
down into plausible utilisation of the circumstantial analysis that questions about the procedure.
Furthermore, the activity investigates about the system that gives an opportunity
to the researcher to differentiate and discern the complications in the research. Therefore, the
researcher is able to give reasonable suggestions to relieve the problems that may be faced by the
researcher while doing the research. In case of the method of interview, the researcher can
communicate with the chiefs to comprehend their perspectives and standpoints when it comes to
the objectives and research aim. Survey research strategy aids the researcher to accrue material
from the target population of the research .The technique of the survey research strategy allows a
chance to gather information at a larger scale in this approach, lessening the chances of biasness
and errors. Successively, the researcher can reflect about the continuing perceptions and point of
view in a much direr manner.
Page 41 of 95

Figure 7: Research strategy
(Source: Created by the Author)
3.5.1 Rationalizing the application of survey research strategy
Survey research strategy has been used in this research. The survey strategy has been
used as this helped the researcher to collect facts about the efficacy of social media marketing on
Souq (Panneerselvam, 2014). Consequently, the researcher can study the result that social media
has on the brand loyalty. Furthermore, the use of survey has helped the researcher to accumulate
facts more accurately in the completion of the examination.
3.6 Sampling technique and sampling size
Out of the diverse sampling methods that exist while conducting the research, the use of
random probability sampling and non-probability sampling technique are used. The notion of
random probability sampling helps the researcher to collect material from large group of
Page 42 of 95
Research
strategy
Case Study
Survey
Interview
Action
research

population. Therefore, all the member of the sample has the equal opportunity of being chosen.
Nevertheless, in case of non-probability sampling, the researcher picks the members solely by
taking a decision about their amicability and dedication to match with the topic of the research,
objectives and aim. The nature of the analysis work is elevated because of the use of non-
probability sampling (Etikan, Musa and Alkassim 2016).
Figure 8: Sampling technique and sample size
(Source: Created by the Author)
3.6.1 Rationalizing the application of random probability sampling technique
Random probability sampling method has been employed in this search. For doing this
research, researcher has selected 50 people that are employed in Souq to deliver an examination
of the issues that social media marketing has on the brand image (Acharya 2013). Simple random
sampling is used in providing opportunities to all people who are present at the organisation all
of them are equally likely to be selected. At the same time, this method has been suitable for
serving the purpose of the research and has facilitated in the expansion of an operative research.
Page 43 of 95
Sampling
technique
Probability
sampling
technique
No probability
sampling
technique

3.7 Data collection technique
Both the data collection method of primary and secondary is used to gather information
for doing the research. Primary data is collected when the participants directly engage in the
research. The secondary data collection method is applied when journals, books, official sites
and other web offices are used to collect information about the research. Primary methods of data
collection are divided into subjective and quantitative methods. Primary quantitative data
collection method takes into account an extensive number of examinations while primary
qualitative data collection method deals with the nature of the information as contrast to focusing
on the numerical (Palinkas 2017).
Figure 9: Data collection process
(Source: Created by the Author)
Page 44 of 95
Data collection
process
Primary
Secondary

3.7.1 Rationalizing the application of primary data collection technique
For this research, data was collected through primary methods. The method of primary
data collection means that the researcher has to gather evidence from the people that are working
at Souq to comprehend the influence of social media marketing on brand loyalty via the method
of questionnaire. The primary data collection method is used because the researcher can directly
record the viewpoints of the employees at Souq. Secondary data analysis method is also applied
for doing an examination of the review of literature.
3.8 Data analysis technique
The data analysis is done by using both quantitative and qualitative technique. In case of
qualitative analysis of data, the researcher focuses on the nature of the material and is collected
by decoding the transcription of the data. In the analysis quantitative data, the researcher stresses
on the amount of information that is assembled. The information congregated can be fragmented
down by scrutinizing the statistical qualities that are demonstrated by using diagrams, bars, pie
graphs, and charts. Statistical Package for the Social Sciences (SPSS) can also be used for
examining the information (McCusker and Gunaydin, 2015).
Page 45 of 95
Data analysis
technique
Quantitative
Qualitative

Figure 10: Data analysis technique
(Source: Created by the Author)
3.8.1 Rationalizing the application of quantitative data analysis technique
Quantitative analysis of data is used in this research, quantity of the respondent
will be considered by the researcher (Treiman 2014.). Identifying the quantity has permitted the
researcher to consider the standpoints and opinions of the people working in Souq. For the
purpose of this research, calculation was done via Excel. Excel was used to conduct an
examination of the median, mean, standard deviation of the reactions provided by the clienteles.
To portray the proportion of responses given by the clienteles, charts and graphs were used.
3.9 Ethical considerations
It is essential for the researcher to comply with the ethical consideration while doing any
research. The first ethical concern that has to be followed is to keep names of the participants
anonymous. The customers were not asked to disclose their identity when they participated in the
research. None of the participant was coerced into participating in the research. This research
was done in compliance with the Data Protection Act 1998 so that the legality of the collected
data is upheld so that plagiarism is evaded, confidentiality and anonymity is maintained. The
legitimacy and the dependability of data have to be maintained so that the data is not misguided.
The data has to be collected from authentic websites. The researcher should also make sure that
an ethical consent form is signed by the researcher.
3.10 Research limitations
The limitation of the research was time and money. The researcher had a constraint of
time and money so the research could not be done properly. Many websites needed money to
Page 46 of 95

gain access because of the constraint on money; those research materials could not be used. The
researcher was unsuccessful to persuade everyone to deliver proper replies for the survey. These
limitations hindered the project and it could have been better without these restrictions.
3.11 Summary
This chapter delivers a summary of the approaches in conducting the research in an
proper way. The impact that social media marketing has on the brand image of Souq can be
portrayed by the use of these approaches. Conducting an examination of 50 people can aid in
keeping the facts gathered as detailed so that it is easy to make numerical calculations. The next
chapter conducts the analysis of the data with the responses delivered by the sample population.
Page 47 of 95

DATA ANALYSIS
Page 48 of 95

Chapter-4: DATA ANALYSIS
4.0 Overview
This section is based on the analysis of the data collected by taking recourse to specific
methodological tools mentioned in the chapter before. Survey was conducted with 50 customers
of Souq, ab e-commerce based in UAE for the investigation of impact of social media marketing
on brand loyalty. The responses of the customers are defined in terms of views and opinions after
interpreting the numbers. Additionally, bar graphs and pie charts are created for further
explanation of the data with reference to previous research done by other authors mentioned in
the literature review for answering the formulated research questions.
Objective 1:
To investigate the association
between social media
marketing and brand loyalty
for Souq
Objective 2:
To consider the relationship
between the electronic word of
mouth towards brand loyalty
Objective 3:
To identify the significant
influence of social media
marketing towards consumers’
purchase intention for Souq
Survey questions
Are you satisfied with the
spending advantages that
occur using social media
marketing?
Are you satisfied with the
response rate received after
applying for a complaint?
Do you prefer to repurchase
products from SOUQ?
Do you agree that the SOUQ
provides authentic product?
Are you satisfied with the use
of the mobile application
related to SOUQ?
Are you satisfied with the
customer interaction made by
SOUQ?
Page 49 of 95

Are you satisfied with the
customer-orientated
programme undertaken by
SOUQ?
Do you agree that the
customer relationship strategy
is effective for retaining
loyalty?
Are you satisfied with the
quality of responses that you
receive from SOUQ?
Do you feel satisfied with the
customer after sales services
of SOUQ?
Are you satisfied with the
application of the
feedback/suggestions
suggested by you?
Are you satisfied with the
transparent policies of SOUQ?
Are you satisfied with prices
of the products that have been
offered?
Do social media marketing have
an impact brand loyalty?
4.1 Descriptive analysis
Male
42%
Female
58%
Gender
Fig. 11: Gender
Page 50 of 95

From the pie chart, it is seen that there are both male and female consumers of Souq’s
services. However the number of female customers is comparatively higher than the male
customers. This is because the company avails more shopping options for the former. The
relevance of this point is that it could help later in studying the market demographics better.
Fig 12: Age
In the above chart it is seen that a majority of the customers of Souq are between the ages of 36
and above, followed by 28 to 30 year olds and 31 to 35 year old individuals. This means that
people of almost all ages use Souq for their shopping needs. This is because using the e-
commerce site removes the physical act of going to a market and buying products. Due to the
various advantages that social media has to offer, the platform is highly used and facilitated by
individuals of different age groups. However the age group that is most active on social media is
between the 28 and 36 (Perrin, 2015). Out of the various reasons that has propelled the
popularity of social media, the major one would be the lack of necessity of being physically
Page 51 of 95

present and still being connected with the world. The users of this age group also indulge far
more in the fast-paced lifestyle, which makes it difficult for them to follow brands who are not as
active or visible on social media. Therefore, brands who are active on social media are more
prone to be followed by this age group and have a higher chance at building a loyal customer
base. Therefore, the cumulative percentage of the two age groups being greater than those of
people above the age of 36 years, this affects the business in a significant way.
Both age and gender have been considered for analysing and categorising the samples
collected in the survey. This will help determine the opinions and views of the specific age
groups of respondents on the relation between social media and brand loyalty.
30%
29%
41%
Duration of Purchasing Product from Souq
6 months 1-2 years 3-4 years
Fig 13: Duration of purchasing product from Souq
From the above chart it could be seen that majority of Souq’s present customers have been
making purchases for a duration of 6 months. However, individuals making purchases from Souq
Page 52 of 95

for a longer amount of time have been decreasing- with 30% being a customer for 1 to 2 years
and even less 29% for customers of 3 to 4 years. The data gathered above indicates that the
problem with Souq is keeping the customer base loyal towards their brand. Souq is losing long-
term customers as the number of short-term customers is more according to the chart. This
makes it clear that the company has a problem with their branding which is important to hold on
to customers for longer.
.
16%
32%
28%
24%
Monthly Salary
10,000 - 15,000 16,000 - 21,000 22,000 - 24,000 25,000 and above
Fig 14: Monthly salary
The chart given above states that individuals using the facilities of Souq have a monthly salary of
16,000-21,000 AED as the majority whereas the consumers having a monthly salary of 10,000-
15,000 AED are the least using them. The platform also has customers earning between the
Page 53 of 95

ranges of 22,000 to 25,000 AED and above. This indicates that Souq has customers from all
ranges of background irrespective of numbers.
56%
26%
18%
Brand Loyalty
Yes No May be
Fig 15: Brand loyalty
The data from the above chart says that most of the current customers of Souq believe
that they are loyal towards the brand. High brand loyalty customers indicate that they stay so to
specific brands while shopping regardless of the alternatives available. On top of that,
promotional activities, offers and discounts, and advertisements do not make a difference to the
loyalty of customers. Even if the brand fails to supply products at a lower price than the market,
the loyalty does not go away.
However there is 26% of the customers who said that quality and price both matter. This means
that even if they are loyal towards a particular brand, if they get the product of the same quality
somewhere else for a lower price, they would not hesitate buying it from the latter. 18% of the
populace do not consider buying from one brand can be called being loyal to the brand as they
Page 54 of 95

like to try the same product from different brands regularly. Previous research says that brand
loyalty is built over a prolonged period of time. Brand loyalty is built through a company’s
constant and consistent efforts to keep customers engaged and their success lies in this
endeavour. The number of e-commerce businesses has leaped by a huge margin in the past years
as they acquire higher number of customers in a shorter amount of time and the offers that are
availed to the customers. Therefore, competition has also increased in the market.
In the bar charts below, the lowest 1 means ‘strongly agree’ and 5 means ‘strongly
disagree’. The charts are based on the opinions shared by the customers surveyed.
Strongly
Agree Agree Neutral Disagree Strongly
disagree
0
5
10
15
20
25
Satisfied with social media Marketing
Advantage
21
(42%) 11
(22%) 6
(12%)
9
(18%) 3 (6%)
Figure 16: Satisfied with social media marketing advantage
In the above chart, it is seen that 42% of the customers strongly agree that they are
satisfied with the use of social media and the advantage it brings along. 22% of the populace
Page 55 of 95

only agree and 12% feel neither advantage nor disadvantage is given through social media and is
basically dependent on individual choices. Around 18% and 6% of the consumers disagree and
strongly disagree with the advantage of social media marketing.
Moreno, Calderón, & Moreno (2016) mentions that social media is an effective
marketing tool because it gives e-commerce companies chance to reach a vast amount of
customers. This is because it is an open-world platform and does not require physical presence. It
helps target customers better through personalized services, which is not easily provided in real-
life market places. Social media is the main tool which could be used for advertising to specific
customer groups. Qasim & Mohammad (2017) agree with the obtained result from the chart.
However, Grieco, Michelini and Iasevoli (2015), who mention that it depends on individual
perspectives on social media acting as an advantage, contest this. There are people who do not
use social media for such purposes as they feel that quality is compromised when purchasing
through e-commerce sites.
Page 56 of 95

Strongly Agree Agree Neutral Disagree Strongly
disagree
0
5
10
15
20
25
30
Product authenticity offered by Souq
13
(26%)
29
(58%)
2 (4 %)
5 (10
%) 1 (2%)
Fig 17: Product authenticity offered by Souq
From the chart above, it is seen that 26% of existing customers strongly agree that Souq
supplies authentic products. But 58% show less confidence in the brand, only agreeing to the
statement. 4% of consumers are undecided about the authenticity of the products on Souq. 10%
and 2% of the consumers disagree and strongly disagree with the fact that Souq supplies
authentic products.
The results of the data analysis is supported by research done by Drummond, McGrath,
and O’Toole (2018). They say that product authenticity is an important factor which brand
loyalty depends on. As the customers spend a significant period of time selecting the items that
they wish to buy online, lack of quality and authenticity is not something that they want to
experience. If an e-commerce site is able to supply customers regularly with authentic products,
they automatically develop a trust and satisfaction towards the company, thereby facilitating the
growth of brand loyalty. But there is a section in the customer population that believes that Souq
Page 57 of 95

is unable to deliver quality products. De Oliviera et al. (2018) states that if a customer shopping
from e-commerece sites do not find their purchased products are meeting their quality
expectation, they lose brand loyalty and it becomes difficult to gain it back. The difference in
opinion of the customers had aroused because Souq has been inconsistent with their delivery of
quality products and therefore has disappointed customer expectations.
Strongly Agree Agree Neutral Disagree Strongly
disagree
0
5
10
15
20
25
30
Customer oriented program
undertaken by Souq
11
(22%)
30
(60%)
2 (4
%)
6 (12
%) 1 (2%)
Fig 18: Customer oriented program undertaken by Souq
The above bar chart shows that about 22% of the consumers strongly agree on the fact
that Souq’s customer oriented program is satisfactory, while about 60% of the consumers only
agree on the same. About 4% of the consumers were found to be unable to decide if or not they
are satisfied with the program. Where about 12% of the consumers disagree, about 2% strongly
disagree, thereby indicating their dissatisfaction with the program offered by Souq in the UAE.
Page 58 of 95

Many of the surveyed consumers were found to disagree that the customer oriented
program offered by Souq is unsatisfactory. They feel that while handing over the social media
platforms to them, Souq should treat them with more priority and importance. Lacka and Chong
(2016) argue on similar lines stating that business organizations should provide more priority and
preference to the customers. They should address customer queries and complaints with higher
importance and resolve the mistake in a suitable manner. This also provides an opportunity for
the e-commerce business organization to build their brand image by satisfying customer
demands.
Strongly Agree Agree Neutral Disagree Strongly
disagree
0
5
10
15
20
25
After sales service
13
(26%)
25
(50%)
1 (2
%)
7
(14 %) 4 (8%)
Fig 19: Souq’s after-sales service
The above bar chart depicts that about 26% of the consumers strongly agree on a
satisfactory after Sales Service by Souq while on the other hand, 50% of the consumers only
Page 59 of 95

agree on the same. About 2% of the consumers find themselves unable to decide whether or not
they are satisfied with the after sales service, pointing out that their complaints are either often
attended while often they are addressed but after significant delay. About 14% of the consumers
disagree with the satisfaction of the after sales service and about 8% strongly disagree. This
indicates a higher rate of customer dissatisfaction when the after sales service offered by Souq is
considered.
A certain section of the customers have questions the after sales service offered by Souq
even though majority of those surveyed are found to be happy with the service that the e
commerce site offers. Drummond, McGrath and O’Toole (2018). Budz and Starosta (2018),
Lockett (2018), Maas and Licket (2011) and Grieco (2015) highly prioritizes the value of
maintaining relationship with customers both before and after the sales. A better and significant
brand loyalty towards the customers can be established successfully by making the customers
feel happy, content and satisfied through maintaining a warm and close relationship with them.
The customers expect an unchanged behaviour after the purchase as it was before the purchase.
Thus the customers need to be given an equally important service even after the sales.
Page 60 of 95

Strongly Agree Agree Neutral Disagree Strongly
disagree
0
2
4
6
8
10
12
14
16
18
Rate of response post complaint
application
18
(36%) 18
(36%)
5
(10 %)
8
(16 %) 1 (2
%)
Fig 20: Rate of response post complaint application
The above bar chart shows that about 36% of the consumers strongly agree that the
response rate received after they had lodged a complaint is appropriate. Same number is found
for those consumers who only agree that the response rate is appropriate. About 10% of
consumers are unable to decide whether or not the rate of response is appropriate because
resolving the complaints are occasionally prompt but occasionally take a long time. 16% of the
respondents disagree and 2% strongly disagree which shows that the rate of customer
dissatisfaction is higher when it comes to the rate of response received after a complaint is
lodged.
The customers have mentioned that Souq promptly responds to their complaint which is a
crucial factor in building and maintaining a brand loyalty. Drummond, McGrath and O’Toole
(2018). Budz and Starosta (2018) and Grieco (2015) mentions that regardless of other issues, the
customers should be given the top priority when it comes to resolving their queries. In order to
Page 61 of 95

have a successful business-customer post sale relationship, the business organization should have
active, qualified and punctual staff members that should promptly handle the social media
platform and answer any queries that the customers have instead of keeping them on the waitlist.
Attending the customers uninterruptedly ensures that the customers feel valued and important.
This helps in slowly developing the brand loyalty as the customers would feel satisfied and in
their feedback, would leave positive comments and reviews on the social media platform.
Strongly Agree Agree Neutral Disagree Strongly
disagree
0
2
4
6
8
10
12
14
16
18
20
Mobile application use related to Souq
18
(38%) 18
(36%)
1 (2 %) 11 (22
%) 1 (2
%)
Fig 21: Mobile application use related to Souq
The above chart shows that 38% of the consumers strongly agree with the satisfaction in
terms of using the mobile application related to Souq. Close to it, 36% of consumers simply
agree that they are satisfied with the experience. Only 2% of the consumers are found to be
unable to decide whether or not they are satisfied with the use of the mobile phone application.
Page 62 of 95

22% of the consumers disagree that the experience is satisfactory and 2% strongly disagree on
the same. This signifies that when it comes to using the mobile phone application related to
Souq, the rate of customer dissatisfaction is higher.
When it comes to the mobile application use related to Souq, the customer surveyed are
found to be both satisfied and dissatisfied with the experience. If the mobile applications of e-
commerce business organizations are difficult to use, it negatively impacts the brand loyalty of
the customers as it is obvious that the customers do not want to spent time and effort trying to
understand how the application works and how to access it. Lee and Workman (2015), Akbar
and Wymer (2017) and Shen, Huang and Joppe (2016) also support that the customers tend to
use the e-commerce sites simply because it is convenient to use them. Therefore, if the customer
has to invest significant time, energy and cognitive effort in order to understand the functionality
of the sites, it hampers their satisfaction and they tend to provide negative feedback in the
reviews, which in turn negatively affects the brand value and loyalty.
Page 63 of 95

Strongly Agree Agree Neutral Disagree Strongly
disagree
0
2
4
6
8
10
12
14
16
18
20
Customer relationship strategy
effectiveness in retaining loyality
17
(34%) 19
(38%)
3 (6 %) 10 (20
%) 1 (2
%)
Fig 22: Customer relationship strategy effectiveness in retaining loyalty
The above bar chart shows that when it comes to the effectiveness of customer
relationship strategy for retaining loyalty, 34% of the consumers surveyed strongly agree that the
strategy is effective. 38 % of the consumers surveyed simply agree that the strategy is effective,
while 6% of the consumers are found unable to decide, given that quality and price are also
significant role players in retaining loyalty. Providing evidence for the fact that there are other
factors that determine retention of loyalty, 20% and 2% of the surveyed consumers disagree and
strongly disagree respectively indicating that customer relationship strategy is not effective for
loyalty retention.
Maintaining the best possible relationship with the customer should be given ample
importance as it helps ensuring the retention of loyalty. The customer should not be left feeling
unattended and therefore they need to be treated with utmost importance, care, warmth and
passion by the business organization. The customers should also feel valued and sufficiently
Page 64 of 95

cared for and this can be ensured by employing appropriately empathetic employees. Benthaus,
Risius and Beck (2016) stress upon the attitude of the people involved in making the sale of the
product also plays a significant role in maintaining brand loyalty as they make personal
relationships a necessity in retention of brand loyalty.
Strongly Agree Agree Neutral Disagree Strongly
disagree
0
2
4
6
8
10
12
14
16
18
20
Consumer suggested feedback
satisfaction
19
(38%) 19
(38%)
2 (4 %) 8 (16%) 2 (4
%)
Fig 23: Consumer suggested feedback satisfaction
The above bar chart shows that 38% of the consumers strongly agree that they find the
application feedback they suggested, satisfactory. The same number of consumers also simply
agree that their suggested feedback is satisfactory. 4% of the consumers are found to be unable to
decide as to whether or not they are satisfied with the feedback they suggested because, as they
mention, Souq has not incorporated all the suggested feedbacks. While 16% of consumers
disagree, 4% strongly disagree signifying that not all the customers are equally satisfied with the
Page 65 of 95

application feedback because, firstly, not all the feedbacks have been incorporated by Souq and
secondly, those that are incorporated are not effective enough. Consideration of customer
feedback is a highly effective method of ensuring that brand loyalty is retained. In fact, Creed
and Zutshi (2012) along with Badea (2014) stress upon the point that customer feedback plays a
significant role in helping the business organization, if they consider the feedbacks to be an
opportunity provider to understand the customer needs and develop strategies in order to address
those issues.
Strongly Agree Agree Neutral Disagree Strongly
disagree
0
5
10
15
20
25
Product price satisfaction
17
(34%) 23
(46%)
4 (8 %) 4 (8%)
2 (4
%)
Fig 24: Product price satisfaction
The above chart shows that as far as the product prices are considered, 34% of the
consumers strongly agree that they find the prices satisfactory as being offered by Souq. 46% of
the consumers simply agree that they find the prices satisfactory. 8% of the consumers are unable
Page 66 of 95

to decide if or not they are satisfied with the product prices that Souq is offering since some
products are found to be priced higher than their corresponding retail units. 8% and 4% of the
consumers disagree and strongly disagree respectively signifying that they are not satisfied with
the prices that Souq is offering. Customers feel that the prices set should be reasonable and when
they find the prices not matching their expectations, it naturally decreases their level of
satisfaction. Overpriced products make customers provide unsatisfactory feedback on social
media pages which in turn negatively affects the business perception. This is also substantiated
by Slade et al. (2015) and Collier et al. (2018) who state that customer satisfaction and
dissatisfaction is directly correlated with product pricing. If the price of the product does not
satisfy the expectations of the customer, they end up providing negative feedback which heavily
affects the business.
Page 67 of 95

86%
14%
Re-purchasing products from Souq
Yes No
Fig 25: product re-purchasing
The above pie chart signifies that majority of the consumers (86%) surveyed would
prefer to buy products from Souq again whereas 14% said no to a re-purchase.
Page 68 of 95

Strongly Agree Agree Neutral Disagree Strongly
disagree
0
2
4
6
8
10
12
14
16
18
Transparency of policy of Souq
18
(36%) 16
(32%)
5 (10
%)
10 (20%)
1 (2
%)
Fig 26: Transparency of policy of Souq
The above bar chart shows that 36% of the consumers who strongly agree, find the
transparent policies of Souq to be satisfying. On the other hand, 32% of the consumers simply
agree that they are satisfied with the transparency of the policies of Souq. 10% of the consumers
were found unable to decide if or not they are satisfied with the transparent policies of Souq
owing to the several issues that the consumers have faced while returning products and claiming
cashbacks. However, 20% and 2% of the consumers disagree and strongly disagree respectively
which shows that the policies of Souq are not found to be transparent enough by them. Another
crucial aspect that affects brand loyalty is the organizational policy. Hollebeek et al. (2014),
Shams et al. (2015) and Kunz et al. (2011) stresses that a clear and customer friendly
organizational policy is important in order to make sure that the customers do not feel cheated
while they are making a purchase. Transparency of organizational policy makes a customer
happy and content which in turn results in the customers leaving positive feedback in the
Page 69 of 95

company’s name on social media sites. Absence of a transparent organizational policy results in
the dissatisfaction of customers thereby also resulting in bad reviews and feedback.
Strongly Agree Agree Neutral Disagree Strongly
disagree
0
5
10
15
20
25
30
35
Satisfaction of response quality
6 (12%)
31
(62%)
5 (10
%)
6 (12%)
2 (4
%)
Fig 27: Satisfaction of response quality
With the quality of response that Souq provides its consumers, only 12% strongly agree
that they are satisfied. In contrast, 62% of the consumers agree that theyare satisfied with the
response quality. 10% of the consumers are unable to decide whether or not they are satisfied
with the response quality since most of the times they have not been able to provide immediate
response. While 12% of the consumers disagree, 4% strongly disagree with the satisfaction in
terms of response quality. This signifies that they are not satisfied with the quality of response
indicating a bad shopping experience. Hollebeek et al. (2014) also states the importance of the
quality of response as provided by the company to be a crucial factor in determining the
Page 70 of 95

company’s reputation. A good response ensures that the consumer is satisfied with the overall
experience and thus would provide positive feedback.
Strongly Agree Agree Neutral Disagree Strongly
disagree
0
5
10
15
20
25
Customer interaction satisfaction
13(26%)
24
(48%)
3 (6 %) 8 (16%)
2 (4
%)
Fig 28: Customer interaction satisfaction
The above bar chart shows that 26% of the consumers strongly agree with the satisfaction
provided by customer interaction as undertaken by Souq. In comparison, 48% of the consumers
agree that they are satisfied. Owing to unsatisfactory, ineffective and faulty customer interaction,
some of the customers are found to be not attended to in the same fashion as others. Thus 6% of
the consumers are found to be unable to decide if or not they are satisfied with the interaction
experience. While 16% of the consumers disagree that they are satisfied, 4% strongly disagree on
the same. This impacts the brand loyalty through the electronic as well as word-of-mouth media.
Lockett (2018) and Grieco (2015) state that social media marketing can develop customer
satisfaction by providing them insight about the type of product that they are about to purchase.
Page 71 of 95

Through providing enough information about certain products, it can enhance customer
experience.
Strongly Agree Agree Neutral Disagree Strongly
disagree
0
2
4
6
8
10
12
14
16
18
20
Social media impact on brand loyalty
18(36%)
20
(40%)
3 (6 %) 8 (16%)
1 (2
%)
Fig 29: Social media impact on brand loyalty
The above bar chart illustrates that 36% of the consumers strongly agree on the fact that
social media marketing impacts brand loyalty. 40% of the consumers just agree on the same,
whereas 6% are unable to decide. 16% of the consumers disagree while 2% strongly disagree
that social media marketing has any impact on brand loyalty. Severi and Ling (2013), Davick et
al. (2015) and Calheiros et al. (2017) have stated that social media marketing directly impacts
brand loyalty, since every consumer feedback and comments shared on social media can be
accessed and viewedby all active users online, especially those who follow the company. Thus,
while positive comments enhance brand image, negative ones tend to disrupt the same.
Page 72 of 95

Comparison
As the analysis of the collected data signify, in order to pin point the significant effects of
brand loyalty, social media platform can be used as a medium and its applications can be
developed in ways such that the business value can be enhanced. As Drummond, McGrath and
O’Toole (2018) and Grieco (2015) suggest, the social media pages of the business in
consideration has high visibility across all domains and media platforms and their contents
online can be easily accessed and viewed by the people following them. Effective customer-
business relations play a huge role in the development of the business. However, the business
should take care of maintaining a level of ease for the customers. If the customers have to pay
more than necessary efforts in terms of time and energy merely to understand how an e-
commerce site works, their satisfaction tends to decrease and their reviews on the business start
taking a negative turn. Thus customer satisfaction is one of the most important factors that uplift
business brand value and loyalty.
In the case of Souq, the after – sales service ensures customer satisfaction. The analysed
data elaborates that the customers should have easy access to all the services and that includes
less waiting time as well. The business should have properly qualified and proactive employees
managing their social media platform for answering customer queries. Hollebeek et al. (2014)
stresses firmly that proper customer support services ensures uplifting customer satisfaction
levels which in turn helps the business grow through the positive reviews and feedbacks left by
the customers on the social media platform, developing business brand loyalty.
The data also points at a successful and effective relationship with the customer.
Drummond, McGrath and O’Toole (2018), Budz and Starosta (2018) and Grieco (2015)
Page 73 of 95

specifically also point at the use of e-commerce sites can help advance the relationship
effectively. At the same time maintaining such a relationship is crucial as it helps both the parties
– the business grows because of the positive customer feedback and the customer doesn’t feel
left out thanks to an effective relationship management policy, thus ensuring a cyclical process
of growth.
The data records the customer satisfaction at 38% - a fact that the customers are in
general satisfied with the application feedback provided by them. For Souq, a positive feedback
on the part of the customers helps the company establish a positive attitude amongst the
employees as well as to all concerned public outside the company domain, making sure that the
brand loyalty is maintained. Creed and Zutshi (2012) along with Badea (2014) suggest that
keeping customer feedback under consideration ensures that the company knows what the issues
are that the customers are facing and how they can strategically deal with them. This allows the
business organization an excellent opportunity to grow and evolve and provide better services to
all customers in the future.
Based on all the data, the facts and figures provided before and the understanding of the
data in depth provides a detailed insight into the business strategies and methods of Souq as a
company and how, in order to grow, the company can effectively develop and implement a well
designed and well-structured social media marketing policy. This in turn would help the
company grow its value, improve its brand loyalty and ensure that overall customer satisfaction,
a factor that is crucial for the growth of a brand, is effectively maintained.
Page 74 of 95

CONCLUSION AND RECOMENDATIONS
Page 75 of 95

Chapter-5: CONCLUSION AND RECOMMENDATIONS
5.0 Conclusion
To conclude the information that has been presented in the sections above, it can be said
that social media is assisting in brand loyalty development in a huge way among customers. Due
to the various amenities social media has to offer has made it a highly popular marketing tool
among business organizations across the world. Social media platforms has made
communication extremely easy. This has given rise to similar kinds of businesses and therefore
to tough competition in the business sector. Organizations across the all sectors have begun
indulging in online activities and developing strategies which could be used on social media and
thereby attracting customers, building brand loyalty and sustaining in the highly competitive
market place.
Brand loyalty building and maintenance is the main issue in discussion for the e-
commerce business Souq in UAE due to the fast-paced change in the business sector. Increased
competition has brought on new trends and changes which Souq has been unable to catch up
with or apply. One of them being social media marketing. The company has failed to generate
interesting content for social media promotions, making a compelling case for themselves which
would attract customers and think of strategies which would help create a stable brand loyalty
among these customers. This has in turn hampered customer repetition and purchase decision
among customers significantly. Eventually, the brand loyalties is negatively affected despite the
use of social media.
From the results obtained from the data analysis, it can be deduced that the customers
who were surveyed believe that social media does have an impact on the overall operations of
Page 76 of 95

the e-commerce businesses. Social media is a virtual platform and there are a huge number of e-
commerce sites on it. This naturally gives rise to tough competition and it also makes
sustainability of companies challenging because customers get a wide range of options to choose
from. It is easier to lose customers to other companies who might be selling a better product at a
similar price, or the same product for less price. The information provided in the literature
review states that it is the virtual nature of social media platforms that makes it so challenging
for a business to develop brand loyalty. This is because an unsatisfied customer of any product or
service is open to leave or comment on their disappointments on social media for all to see. Such
negative comments make it difficult for such companies to target audiences and develop loyalty.
Souq is suffering from similar problems. It is the e-commerce site based in the UAE,
which is constantly facing difficulty in developing brand loyalty through social media marketing.
This is because the target audience has shown grievances regarding product authenticity,
customer oriented programmes used by Souq, and after-sales services. These comments are
readily available for all users of social media to see. Therefore, such negative remarks has
hampered Souq’s brand image development.
5.1 Recommendations
From the information presented in the sections above, it can be deduced that to ensure
success through social media marketing is a continuous process. It requires continuous
development of strategies to achieve brand loyalty. The different techniques for assurance of
effective social media marketing tactics are:
Page 77 of 95

Resource and team building
The decision of internal staff recruitment who will be actively associated with social
medial marketing is necessary for Souq. This is because it is plausible that not all the existing
members of the company are tech-friendly and can use the platform effectively. Thus, role and
responsibility allocation to capable employees will help in ensure effective social media
promotions for building loyalty
Content production
The content that is to promote Souq must be satisfying both visually and aesthetically,
which would attract customers. The faster the customers get attracted, the more and for longer
they are engaged, the easier it is to build brand loyalty.
5.2 Implication of the study
The implication of this study is that impact of social media use will reflect positively on
Souq’s business if the proper techniques are applied to build brand image. If the
recommendations provided in the section above are implemented correctly, they will allow the
company to apply social media marketing in the appropriate way and thus will be able to see
success eventually. This research that has been conducted can be deemed successful in
identifying the different issues that an e-commerce business institution faces in building brand
image through the use of social media.
5.3 Reflection on the study
Building brand loyalty is a continuous process that businesses focus on irrespective of
their platforms in order to sustain in the competitive market. In order to satisfy this growth of
technology use and internet-based amenities, e-commerce sites have begun popping up on a daily
Page 78 of 95

basis. But even for these e-commerce sites to survive, they must conjure a unique brand image
for their target audience and stand apart from the other competitors in the market. The e-
commerce sector needs to use the social media platforms effectively and adequately so that a
lasting brand image is formed. These recommendations should be followed by Souq as well so
that it gets a chance to develop a loyal customer base
5.4 Limitations
The main limitations that the study faced are the sample size and the budget. The number
of individuals surveyed during the research and the fact that only one organization was chosen,
means that an in-depth investigation on the research topic was not possible. The amount of
information was not adequate because the number of surveyed individuals was too small.
Moreover, the budget was limited and this is the reason why advanced statistical software was
not used, which could have served for giving analyses that are more accurate. Microsoft Excel
was used to produce the data visualizations.
5.5 Future scope of study
From this current research, it is understood that the study was done on male and female
customers mostly between ages 28 and 35 years who use the services offered by Souq.
Customers are mostly new with 6 months of engagement and earn a monthly salary of between
16,000 and 25,000 AED. The future studies could be done based on other demographic factors.
That will better help in understanding whether social media actually has a role to play in brand
image, and if the change in demographics would affect the results in any way. The result would
be that it would become easier to differentiate social media effects on branding in a different
country and with more number of individuals to survey and more number of e-commerce sites
than the UAE.
Page 79 of 95

References
1. Acharya, A.S., Prakash, A., Saxena, P. and Nigam, A., 2013. Sampling: Why and
how of it. Indian Journal of Medical Specialties, 4(2), pp.330-333
2. Al-Mohammad, M., 2017. an Empirical Investigation of Factors Affecting Jordanian
Customers' Attitudes Towards Facebook Pure Players E-Brands. Journal of Internet
Banking and Commerce, 22(S8).
3. Alves, H., Fernandes, C., and Raposo, M. 2016. Social media marketing: a literature
review and implications. Psychology & Marketing, 33(12), 1029-1038.
4. Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An
exploratory study of branded social content and consumer engagement. Psychology &
Marketing, 32(1), pp.15-27.
5. Cheung, M. L., Pires, G. D., Rosenberger III, P. J., and De Oliveira, M. J. 2018.
Brand building through consumer-brand engagement and co-creation in Brazil: the
role of social media marketing. In CLAV 2018.
6. Constantinides, E., 2014. Foundations of social media marketing. Procedia-Social and
behavioral sciences, 148, pp.40-57.
7. Dahnil, M.I., Marzuki, K.M., Langgat, J. and Fabeil, N.F., 2014. Factors influencing
SMEs adoption of social media marketing. Procedia-social and behavioral sciences,
148, pp.119-126.
8. Drummond, C., McGrath, H., and O'Toole, T. 2018. The impact of social media on
resource mobilisation in entrepreneurial firms. Industrial Marketing Management, 70,
68-89.
Page 80 of 95

9. Etikan, I., Musa, S.A. and Alkassim, R.S., 2016. Comparison of convenience
sampling and purposive sampling. American journal of theoretical and applied
statistics, 5(1), pp.1-4.
10. Felix, R., Rauschnabel, P.A. and Hinsch, C., 2017. Elements of strategic social media
marketing: A holistic framework. Journal of Business Research, 70, pp.118-126.
11. Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a
research project.Sage.
12. Grieco, C., Michelini, L., and Iasevoli, G. 2015. Measuring value creation in social
enterprises: A cluster analysis of social impact assessment models. Nonprofit and
voluntary sector quarterly, 44(6), 1173-1193.
13. Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh,
R., 2016. Social media marketing efforts of luxury brands: Influence on brand equity
and consumer behavior. Journal of business research, 69(12), pp.5833-5841.
14. Hays, S., Page, S.J. and Buhalis, D., 2013. Social media as a destination marketing
tool: its use by national tourism organisations. Current issues in Tourism, 16(3),
pp.211-239.
15. Hollebeek, L. D., Glynn, M. S., and Brodie, R. J. 2014. Consumer brand engagement
in social media: Conceptualization, scale development and validation. Journal of
interactive marketing, 28(2), 149-165.
16. Lewis, S., 2015. Qualitative inquiry and research design: Choosing among five
approaches. Health promotion practice, 16(4), pp.473-475.
Page 81 of 95

17. Lee, S. H., and Workman, J. E. 2015. Determinants of brand loyalty: self-construal,
self-expressive brands, and brand attachment. International Journal of Fashion
Design, Technology and Education, 8(1), 12-20.
18. McCusker, K. and Gunaydin, S., 2015. Research using qualitative, quantitative or
mixed methods and choice based on the research. Perfusion, 30(7), pp.537-542.
19. Michałowska, M., Kotylak, S. and Danielak, W., 2015. Forming relationships on the
e-commerce market as a basis to build loyalty and create value for the customer.
Empirical findings. Management, 19(1), pp.57-72.
20. Moreno, S. M., Calderón, G. G. A., and Moreno, F. M. 2016. Social media marketing
perspectives in the organization in Morelia, Mexico. International Journal of
Marketing Studies, 8(2), 128-136.
21. Mwai, L.K., Muchemi, A. and Ndungu, C.W., 2015. Analysis of Brand Loyalty in
Cosmetic Products: A Case of Selected Salons in Nyeri Town. Journal of Economics
and Sustainable Development, 6(4), pp.210-219.
22. Neuman, W.L., 2013. Social research methods: Qualitative and quantitative
approaches. Pearson education.
23. Nysveen, H., Pedersen, P. E., & Skard, S. (2013). Brand experiences in service
organizations: Exploring the individual effects of brand experience dimensions.
Journal of Brand Management, 20(5), 404-423.
24. Palinkas, L.A., Horwitz, S.M., Green, C.A., Wisdom, J.P., Duan, N. and Hoagwood,
K., 2015. Purposeful sampling for qualitative data collection and analysis in mixed
method implementation research. Administration and Policy in Mental Health and
Mental Health Services Research, 42(5), pp.533-544.
Page 82 of 95

25. Panneerselvam, R., 2014. Research methodology. PHI Learning Pvt. Ltd..
26. Pappu, R., and Quester, P. G. 2016. How does brand innovativeness affect brand
loyalty?. European Journal of Marketing, 50(1/2), 2-28.
27. Parveen, F., Jaafar, N. I., and Ainin, S. 2015. Social media usage and organizational
performance: Reflections of Malaysian social media managers. Telematics and
Informatics, 32(1), 67-78.
28. Perrin, A. 2015. Social media usage. Pew research center, 52-68.
29. Qasim, S., and Mohammad, R. A. 2017. Siam, and Mohd Nizam bin M Sarkawi
(2017). The effect of CSR on brand loyalty: the moderating role of corporate
reputation and mediates the brand image. Asian Journal of Empirical Research,
7(10), 251-259.
30. Shams, R., Alpert, F., and Brown, M. 2015. Consumer perceived brand
innovativeness: Conceptualization and operationalization. European Journal of
Marketing, 49(9/10), 1589-1615.
31. Sajid, S.I., 2016. Social media and its role in marketing.
32. Sardinha, I.B., 2015. E-loyalty in e-commerce: A study at Girissima. Com.
33. Sadeghi, A., Ghujali, T. and Bastam, H., 2019. The Effect of Organizational
Reputation on E-loyalty: The Roles of E-trust and E-satisfaction. ASEAN Marketing
Journal, pp.1-16.
34. Saunders, M. N., Lewis, P. and Thornhill, A. 2009. Research methods for business
students. 5th ed. Harlow: Prentice Hall
35. Stephen, A.T., 2016. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology, 10, pp.17-21
Page 83 of 95

36. Taylor, S.J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research
37. methods: A guidebook and resource. John Wiley & Sons.
38. Treiman, D.J., 2014. Quantitative data analysis: Doing social research to test ideas.
John Wiley & Sons.
39. Thompson, F. M., Newman, A., and Liu, M. 2014. The moderating effect of
individual level collectivist values on brand loyalty. Journal of Business Research,
67(11), 2437-2446.
40. Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage
41. Vaioleti, T.M., 2016. Talanoa research methodology: A developing position on
Pacific
42. research. Waikato Journal of Education, 12(1).
43. Veloutsou, C., 2015. Brand evaluation, satisfaction and trust as predictors of brand
loyalty: the mediator-moderator effect of brand relationships. Journal of Consumer
Marketing, 32(6), pp.405-421.
44. Vinerean, S., Cetina, I., Dumitrescu, L. and Tichindelean, M., 2013. The effects of
social media marketing on online consumer behavior. International Journal of
Business and Management, 8(14), p.66.
45. Voorveld, H. A., van Noort, G., Muntinga, D. G., and Bronner, F. 2018. Engagement
with social media and social media advertising: The differentiating role of platform
type. Journal of Advertising, 47(1), 38-54.
46. Yeh, C.H., Wang, Y.S. and Yieh, K., 2016. Predicting smartphone brand loyalty:
Consumer value and consumer-brand identification perspectives. International
Journal of Information Management, 36(3), pp.245-257.
Page 84 of 95

47. Zehir, C. and Narcıkara, E., 2016. E-service quality and e-recovery service quality:
Effects on value perceptions and loyalty intentions. Procedia-Social and Behavioral
Sciences, 229, pp.427-443.
48. Zhang, K.Z., Benyoucef, M. and Zhao, S.J., 2016. Building brand loyalty in social
commerce: The case of brand microblogs. Electronic Commerce Research and
Applications, 15, pp.14-25.
Page 85 of 95

Appendix -1
Survey questionnaire:
******************************************************************************
Demographic questions
1. Question Title
What is your gender specification ?
Male
Female
2. Question Title
What age group do you belong to ?
Male
Female
3. Question Title
Which age group do you belong to ?
Page 86 of 95

28-30 years
31-35 years
36 years and above
4. Question Title
How long have you been purchasing products from Souq ?
6 months
1- 2 years
3 -4 years
5. Question Title
How long have you been purchasing products from Souq ?
6 months
1- 2 years
3 -4 years
6. Question Title
What is your monthly salary (AED) ?
10,000 – 15,000
Page 87 of 95

16,000 – 21,000
22,000 – 24,000
25,000 and above
7. Question Title
Are you loyal to any brand ?
Yes
No
May be
Independent variable: Objective questions for social media marketing
8. Question Title
Are you satisfied with the spending advantage that occurs using social media
marketing ?
Strongly Agree
Agree
Neutral
Disagree
Page 88 of 95

Strongly Disagree
9. Question Title
Do you agree that the SOUQ provides authentic products ?
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
10. Question Title
Are you satisfied with the customer-oriented program undertaken
by SOUQ ?
Strongly Agree
Agree
Neutral
Disagree
Page 89 of 95

Strongly Disagree
11. Question Title
Do you feel satisfied with the customer after sales services of SOUQ ?
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
12. Question Title
Are you satisfied with the response rate received after applying for a complaint ?
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
13. Question Title
Are you satisfied with the use of the mobile application related to SOUQ?
Strongly Agree
Agree
Page 90 of 95

Neutral
Disagree
Strongly Disagree
14. Question Title
Do you agree that the customer relationship strategy is effective for retaining loyalty ?
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
15. Question Title
Are you satisfied with the application of the feedback / suggestion suggested by you ( if
any) ?
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
Page 91 of 95

16. Question Title
Are you satisfied with prices of the product that have been offered ?
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
Dependent variable: Objective questions for brand loyalty
17. Question Title
Do you prefer to repurchase products from SOUQ ?
Yes
No
18. Question Title
Are you satisfied with transparent policies of SOUQ ?
Strongly Agree
Agree
Page 92 of 95

Neutral
Disagree
Strongly Disagree
19. Question Title
Are you satisfied with quality of responses that you receive from SOUQ ?
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
20. Question Title
Are you satisfied with the customer interaction made by SOUQ ?
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
Page 93 of 95

Hypothesis question
21. Question Title
Do social media marketing have an impact on brand loyalty ?
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
END
Page 94 of 95