Affiliation:
1. Aligarh Muslim University, India
2. King Khalid University, Saudi Arabia
Abstract
The aim of the research is to examine the effect of social media marketing activities on brand awareness, brand image, and brand loyalty. In addition, it has been aimed to analyze the effect of brand awareness and brand image on brand loyalty in this research. The population of the research consists of the consumers who actively follow five brands with the highest social score according to the Marketing Gulf social media brand performance data on social media communication channels such as Facebook, Twitter, and Instagram. In this research, qualitative method has been used, and research data has been obtained via online questionnaires shared on social media from 100 brand followers, and their responses were scaled on Likert scale. As a result of the analysis, social media marketing activities have been found as effective factors on brand image and brand loyalty. It has been determined as the most obvious effect seen on brand awareness. Also, brand awareness and brand image have a significant effect on brand loyalty, though brand awareness has a limited effect on the brand image.
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