Impact of Social Media Marketing on Zara's Brand Loyalty

This report analyzes the impact of social media marketing on Zara's brand loyalty. It begins with an introduction outlining the research's aim, objectives, and questions, focusing on understanding the concept of social media marketing and brand loyalty, determining the benefits of developing and maintaining brand loyalty for Zara, and identifying the influence of social media marketing on brand loyalty. A literature review explores these concepts, referencing sources on social media marketing, brand loyalty, and their interplay. The methodology section describes the data collection methods (primary and secondary) and research approaches (qualitative and quantitative) employed. The report concludes that social media is an effective tool for marketing, enhancing sales and profits, with various tools like Facebook and Twitter enabling direct customer interaction. It highlights the advantages of brand loyalty, such as increased revenue and improved customer relations, and the importance of research methods in assessing the effectiveness of social media strategies. The report concludes with a summary and references.

Examining
Research

Table of Contents
INTRODUCTION...........................................................................................................................1
Aim of research...........................................................................................................................1
Objective of Research.................................................................................................................1
Research Question.......................................................................................................................1
LITERATURE REVIEW................................................................................................................1
To understand the concept of social media marketing and brand loyalty...................................1
To determine the benefits of developing and maintaining brand loyalty for Zara....................2
To identify the influence of social media marketing on brand loyalty.......................................2
RESERACH METHODOLOGY.....................................................................................................3
SUMMARY.....................................................................................................................................4
CONCLUSION................................................................................................................................4
REFRENCES...................................................................................................................................6

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. This research is
based on Zara which is retail sector organisation founded in 1975 by Amancio Ortega and
Rosalia Mera. It is worlds largest apparel retailer dealing in men's, women's and kid's clothing at
worldwide level. Respective research will going to discuss impact of social media marketing on
brand loyalty of Zara.
Aim of research
“To analyse the impact of social media marketing on Brand Loyalty.” A case study on Zara
Objective 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.
Research Question
 What is the concept of social media and brand loyalty?
 What are the benefits of developing and maintaining brand loyalty for Zara?
 How social media marketing influence brand loyalty?
LITERATURE REVIEW
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. Its aim to develop data analytical tool which permit marketers to trace how
effective its efforts are. Brand loyalty is refers as the pattern of customer behaviours by which
clients tends to get committed towards particular brands or goods as well as create repeat
purchase over time. This aids in developing a strong consumer base that in turn to serves as
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techniques for surpassing competitors and accomplish competitive advantage which are required
in order to succeed into market area. Moreover, firms those who built strong brand loyalty also
has opportunity to enjoy the maximising consumer base. Brand loyalty can be improved by
several measures like fast services, assuring quality products, regular development, huge
distribution networks and many more. If brand loyalty enhances, consumers will not respond
more towards competitors. It helps company that clients remain committed towards the brand,
interested to pay high price for that particular brands and many more.
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. It will also increase continuous purchasing of products and services from a same
brand or company. There are various benefit of developing as well as maintaining brand loyalty
for ZARA such as through effective brand commitment respective company able to generate
high revenue because it increase its sales. Along with this, it also save money of the ZARA
because they need to invest less in advertisement activities as well as it will also make their
customers feel appreciated. This is so because ZARA develop specific programs for their loyal
customers which make them feel special and important. By developing and maintaining brand
loyalty respective company also able to analysis loyalty of customers or their engagement related
to purchasing rate. This will also beneficial for respective company because through it they able
to communicate with their customers in effective and appropriate manner that related to satisfied
and happy customers.
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. Along with
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this, provide important to them related to new arrivals, any discount offers and so on which help
in gaining loyalty of customers as well as help in making them satisfied.
Along with this, Zara can take feedbacks through their customers related to product and
services. This will assist respective business firm in improving their way of offerings according
to requirement of customers. Thus, social media marketing influence customer loyalty of Zara
because they get satisfied with the services provided through social media tools such as Face
Book, Twitter, LinkedIn and so on.
RESERACH 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.
Data collection methods – There are mainly two data collection method out of which one will be
utilise by researcher for conducting research. Explanation of these are as follows :-
 Primary Data Collection Methods: Primary data is the first hand data collected by the
researchers itself. It is specific to research problem and original. This is real time data.
Researchers use different techniques for the collection of primary data. These techniques
can be surveys, personal interviews, questionnaire, focus groups, projective techniques,
delphi technique, direct investigation, observation.
 Secondary Data Collection Methods: Secondary data means data which is already
available or collected by someone else earlier. And it may or may not be specific to
researcher's need. When researcher utilises such data they have to look into various
resources from where they can obtain this data. They use different techniques for
collection of secondary data like: Information published in newspapers, magazines,
journals, books, Company's sales reports, Financial Statement, Company information,
Information from government departments, tax records , publications and many more.
Thus, for conducting this research secondary method of data collection will be utilise by
researcher. Because it is not expensive as well as their will be no requirement of much time for
gathering secondary data.
 Qualitative research: This research is also considered as the primarily exploratory
research which is utilise for obtaining the knowledge of underlying reasons, conceptions
as well as motivations. Moreover this facilitates insights within issues or aids to improve
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hypotheses for potential quantitative research. In simple term, qualitative research is also
refers as a scientific methods of observation for accumulating non-statistics data. One of
the effective examples of this particular research is unstructured interview that produce
qualitative data by the utilisation of open questions. It aids researcher to create a areal
sense of individual's understanding of circumstances.
 Quantitative research: This is considered a the research which accumulate information
into numerical form. Also, it is a systematic enquiry 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. Data gathered under it is
generally utilising structure investigation instruments. Moreover, outcomes depends upon
huge sample size. Researcher apply few tools such as questionnaires and many more.
For this report the researcher accumulate data through utilising qualitative methods as by
this they gather effectual information that aids in accomplishing appropriate outcomes.
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. Development of effective brand loyalty is very
beneficial for a firm because through it they able to generate high profit, interact with customers
properly and so on. Along with this in order to identify its effectiveness company can conduct
research for which they can use several methods like qualitative, quantitative and so on. This will
help then in gaining proper outcome of research on effectiveness of social media.
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. Moreover, social media marketing directly give impact on customers
loyalty because with the assistance of these tools company maintain direct relation with their
customers. Apart from this, there are several advantages business firm will gain by developing as
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well as maintaining brand loyalty of their customers such as increasing sales and generating
revenue.
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REFRENCES
Books and Journal
Ramanathan, U., Subramanian, N. and Parrott, G., 2017. Role of social media in retail network
operations and marketing to enhance customer satisfaction. International Journal of
Operations & Production Management, 37(1), pp.105-123.
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.
Stojanovic, I., Andreu, L. and Curras-Perez, R., 2018. Effects of the intensity of use of social
media on brand equity: An empirical study in a tourist destination. European journal of
management and business economics, 27(1), pp.83-100.
Abed, S. S., Dwivedi, Y. K. and Williams, M. D., 2015. Social media as a bridge to e-commerce
adoption in SMEs: a systematic literature review. The Marketing Review, 15(1), pp.39-
57.
Vernuccio, M. and et. al., 2015. Antecedents of brand love in online network-based
communities. A social identity perspective. Journal of Product & Brand Management,
24(7), pp.706-719.
Hajli, N. and et. al., 2017. Branding co-creation with members of online brand communities.
Journal of Business Research, 70, pp.136-144.
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage Publications
Limited.
Bresler, L. and Stake, R. E., 2017. Qualitative research methodology in music education. In
Critical Essays in Music Education (pp. 113-128). Routledge.
Fletcher, A.J., 2017. Applying critical realism in qualitative research: methodology meets
method. International Journal of Social Research Methodology. 20(2). pp.181-194.
Online
The Impact of Social Media Marketing on Brand Loyalty, 2019.[Online].Available
through:<https://www.sciencedirect.com/science/article/pii/S1877042812045818>.
The Importance of Brand Loyalty. 2019.[Online].Available
through:<https://www.randallreilly.com/the-importance-of-brand-loyalty/>.
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