Analyzing User Loyalty on Social Media Platforms - BUSN20019 Report

This report investigates the critical role of active users in fostering loyalty on social networking platforms. It explores the importance of customer loyalty, examines key aspects of social media marketing, and assesses strategies to maximize benefits. The research focuses on the effectiveness of B2C marketing systems compared to B2B, highlighting direct and interactive methods. The report analyzes the impact of content, consistency, and skills on user loyalty. It also references studies to comprehend digital media operations and provides insights for digital marketing entrepreneurs. The study aims to provide guidance on utilizing social media resources to build and sustain customer relationships, and thereby, increase customer loyalty.

Interactivity on Social Networks and
Loyalty from users

Research Question: What are the importance of
active users in order to gain loyalty for social
networking platforms ?
• Why are the customers’ loyalty important?
• What are the aspects to be focused on, while choosing social
media marketing?
• How to utilize social media resources to maximize the benefit?
• A B2C system of marketing is more effectual than B2B form and
thus increases loyalty amid consumers (Iankova et al., 2018).
• Direct and interactive methods has proved to ascertain more
profit and the study will be based on assessing B2C marketing
strategy (Hamilton et al., 2017).
Dependent Variable: Business partners, Consistency, Content, Skill.

Social Media and Utilities
• Exchanges on social media happens on the basis
of common interest mostly.
• Social Media has come into existence for less
than a few decades but the widespread and
global acceptance has taken over extremely
rapidly (Potgieter & Naidoo, 2017).
• Platforms like Facebook, Instagram, Twitter have
emerged as platforms providing extraordinary
scope of exchange and marketing.
• Plethora of networks are available which are
opportunities to benefit from, for companies and
thus B2C systems can be implemented to
promote the p(Ramzan & Syed, 2018).

Factors explaining user loyalty in a social media-
based brand community – research,
In the above article, In an article, Louis M. Potgieter and Rennie Naidoo,
explain the capabilities and scope of marketing in Social Media platforms and
how to build sustainable relationships with the customers gaining their
loyalty.
The research concerning Social Media Marketing and loyalty from active users would help me
comprehend digital media and operation and provide guidance while pursuing Digital
Marketing as an entrepreneur.

References
• Hamilton, W. L., Zhang, J., Danescu-Niculescu-Mizil, C., Jurafsky, D., & Leskovec, J.
(2017, May). Loyalty in online communities. In Eleventh International AAAI
Conference on Web and Social Media.
• Iankova, S., Davies, I., Archer-Brown, C., Marder, B., & Yau, A. (2018). A comparison
of social media marketing between B2B, B2C and mixed business models. Industrial
Marketing Management.
• Potgieter, L. M., & Naidoo, R. (2017). Factors explaining user loyalty in a social
media-based brand community. South African Journal of Information
Management, 19(1), 1-9.
• Ramzan, U., & Syed, A. R. (2018). ROLE OF CONTENT BASED SOCIAL MEDIA
MARKETING IN BUILDING CUSTOMER LOYALTY AND MOTIVATING CONSUMERS TO
FORWARD CONTENT. Journal of Internet Banking and Commerce, 23(3), 1-20.