A Case Study: Social Media Marketing Impact on Zara's Brand Loyalty

This report examines the influence of social media marketing on brand loyalty, using Zara as a case study. It begins with an introduction to social media marketing and its role in enhancing customer loyalty and increasing revenue. The aim is to analyze the impact of social media marketing on brand loyalty, focusing on Zara. The objectives include understanding the concepts of social media marketing and brand loyalty, identifying the benefits of developing and maintaining brand loyalty for Zara, and determining the influence of social media marketing on brand loyalty. A literature review explores these concepts, referencing key sources. The research methodology section discusses data collection methods, including primary and secondary data, and research approaches, such as qualitative and quantitative research. The report concludes that social media is an effective tool for attracting customers and enhancing sales and profit, emphasizing the use of various social media platforms for communication and marketing. References include books, journals, and online resources.

Examining Research

Cover Content
 Introduction
 Aim and objectives
 Literature Review
 Research Methodology
 References

Introduction
Social media is digital tool which help an organisation in conducting their
marketing activity. With the assistance of social media marketing an
organisation gain customer loyalty which result in generating more
revenue. There are several social media tool which company can use such
as Facebook, Twitter, LinkedIn and so on for promoting their products.

Aims and Objective
Aim of research: “To analyse the impact of social media marketing on
Brand Loyalty.” A case study on Zara
Objectives of research:
 To understand the concept of social media marketing and brand loyalty.
 To determine the benefits of developing and maintaining brand loyalty
for Zara.
 To identify the influence of social media marketing on brand loyalty.

Literature Review
 To understand the concept of social media marketing and brand loyalty.
 To determine the benefits of developing and maintaining brand loyalty
for Zara
 To identify the influence of social media marketing on brand loyalty.

Cont....
To understand the concept of social media marketing and brand loyalty.
As per the view point of Ramanathan, Subramanian and Parrott, 2017,
Social media marketing is considered as the techniques which target
social-networks as well as application for expanding brand awareness or
promoting specific products. Moreover this is the way to reach new
consumers, involve with existence clients as well as promoted their
expected culture, mission or tone.

Cont....
To determine the benefits of developing and maintaining brand loyalty for
Zara.
As per the perspective of Grace Miller, 2019, every organization is adopting and
focusing on developing as well as maintaining loyalty program so that they attract
more customers which leads to high sales. This will also help in enhancing
consumer experience which leads to increase in customers base and profitability
of the respective company. Brand loyalty is describe as a pattern which is related
to situation where customers become loyal as well as committed toward the
ZARA.

Cont...
To identify the influence of social media marketing on brand loyalty.
According to the view point of Kumar and et. al., 2016, social media
marketing play important role in growth and development of organisation
as well as it also result in gaining brand loyalty of customers. Along with
this, social media marketing directly influence customer loyalty of Zara
because with the assistance of respective marketing tool business firm can
directly contact with their customers and resolve their issues in effective
manner.

Research Methodology
This is important part of research because it help in gathering
information and data in most appropriate manner as well as suitable for
research. As it will help in identifying method of data collection as well
as research approach.

Cont...
Data collection methods – There are mainly two data collection method
out of which one will be utilize by researcher for conducting research.
 Primary Data Collection Methods
 Secondary Data Collection Methods

Cont...
 Qualitative research: This research is also considered as the primarily
exploratory research which is utilize for obtaining the knowledge of underlying
reasons, conceptions as well as motivations. Moreover this facilitates insights
within issues or aids to improve hypotheses for potential quantitative research.
 Quantitative research: This is considered a the research which accumulate
information into numerical form. Also, it is a systematic inquiry by
accumulating of quantitative information. The aim of performing this research
is to ascertain the relation among dependent as well as dependent variables into
a population.

Summary
In this presentation it is analysis that social media is a effective tool
which help a firm in attracting customers so that they can enhance their
sales and profit ratio. There are various tools of social media i.e.
Facebook, twitter, Instagram and so on which help a company in
communicating with this potential service users.

Conclusion
From the above discussion it has been concluded that, social media is the
best tool which help company in doing marketing of their product and
services. As there are several social media tools such as Face Book,
Twitter, LinkedIn and so on which help organisation in conducting their
marketing activities.

References
Books and Journal
Kumar, R., 2019. Research methodology: A step-by-step guide for
beginners. Sage Publications Limited.
Kumar, A. and et. al., 2016. From social to sale: The effects of firm-
generated content in social media on customer behavior. Journal of
Marketing, 80(1), pp.7-25.
Online
The Impact of Social Media Marketing on Brand Loyalty, 2019.
[Online].Available
through:<https://www.sciencedirect.com/science/article/pii/S18770428
12045818>.
The Importance of Brand Loyalty. 2019.[Online].Available
through:<https://www.randallreilly.com/the-importance-of-brand-
loyalty/>.