Examining the Impact of E- Shopping on Customer Loyalty

2019 ◽  
Vol 9 (3) ◽  
pp. 82-94
Author(s):  
Nancy Awadallah Awad
Keyword(s):  
Customer Loyalty ◽  
Word Of Mouth ◽  
Education Level ◽  
Social Media Marketing ◽  
Customer Data ◽  
Long Run ◽  
Online Comments ◽  
Decision Tree Method ◽  
The Impact ◽  
Tree Method

The majority decisions of online customers make are by tracing the electronic word of mouth and online comments which belong to previous customers and is affected by some fears. This study applied a decision tree method to customer data of those who visit a popular group on Facebook (SouqEgypt). Findings in this study indicated that social media marketing for increasing customer's retention and loyalty are influenced by customer's income, education level and occupation. This study helps marketing managers to enhance customer loyalty and in the long run maximize returns on marketing.

Branded Content on Social Media

2017 ◽  
pp. 118-131
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Vital Part ◽  
Long Run ◽  
Social Media Platforms ◽  
Marketing Tool ◽  
The Impact

Social media platforms have become a powerful marketing tool for brands in order to reach new audiences and engage with them. Creative content is a vital part of social media marketing strategies, as innovative content can attract more users and improve brand health. In this chapter, the channels and creative strategies that are being utilized by marketers in social media are explored, and brand health, which is how the brand is evaluated by consumers, is examined. Brand health is an indicator for brand equity in the long run, and as such, the impact of social media marketing on it should be considered by managers.

The influence of social media marketing activities on customer loyalty

2018 ◽  
Vol 25 (9) ◽  
pp. 3882-3905 ◽  
Author(s):  
Mayank Yadav ◽  
Zillur Rahman
Keyword(s):  
Social Media ◽  
Customer Loyalty ◽  
Positive Influence ◽  
Customer Equity ◽  
Social Media Marketing ◽  
Content Type ◽  
Five Dimensions ◽  
Theoretical Support ◽  
Marketing Activities ◽  
The Impact

PurposeThe purpose of this paper is to examine the impact of perceived social media marketing activities (SMMAs) on customer loyalty via customer equity drivers (CEDs) in an e-commerce context.Design/methodology/approachThe study surveyed 371 students from a large university in India. The data were analyzed via confirmatory factor analysis and the research hypotheses were examined using SEM.FindingsThe study revealed three key findings. First, perceived SMMAs of e-commerce comprise five dimensions, namely, interactivity, informativeness, word-of-mouth, personalization and trendiness. Second, perceived SMMAs of e-commerce have significantly and positively influenced all the drivers of customer equity (CEDs). Third, the CEDs of e-commerce exhibit a significant and positive influence on customer loyalty toward the e-commerce sites.Practical implicationsThis study will help e-commerce managers to boost customer loyalty toward the e-commerce sites through perceived SMMA.Originality/valueThe study is the first to identify five dimensions of e-commerce perceived SMMA. The current study also introduces the stimulus–organism–response model as a theoretical support to connect perceived SMMAs of e-commerce to customers’ loyalty via CEDs. This is supposed to be the first study to examine the impact of perceived SMMA on customer loyalty toward the e-commerce sites via CEDs in the e-commerce industry.

scholarly journals Impact of Relationship Marketing on Customer Loyalty in Banking Sector of Pakistan

2021 ◽  
Vol 2 (2) ◽  
pp. 1-13
Author(s):  
NOUMAN SAEED ◽  
DR. NAIMAT ULLAH KHAN
Keyword(s):  
Relationship Marketing ◽  
Customer Loyalty ◽  
Banking Sector ◽  
Customer Base ◽  
Intense Competition ◽  
Long Run ◽  
Turn Over ◽  
Positive Word Of Mouth ◽  
The Impact

This study is a contribution towards marketing literature by analyzing the impact of Relationship Marketing (RM) on Customer Loyalty. Every business organization tries to attract and retain customers for a longer period of time. In recent years an intense competition in banking sector of Pakistan is witnessed as the industry has stretched and become very competitive, where retaining customers in long run become important for every bank. Relationship marketing emphasizes on the continuity of long term relationship with the patrons. Numerous marketing strategies have been employed by banking sector to increase customer base, reduce turn over and to spread positive word of mouth of product and services. The aim of this study is to investigate the impact of relationship marketing practices such as (Trust, Commitment, Communication, Competence and Customer Satisfaction) on customer loyalty in Banking Sector of Pakistan. For this purpose, data is collected with the help of 150questionnaires across Pakistan. Statistical analysis is performed on the data using multiple regression analysis and reliability test. The results of the study show that all the five constructs of relationship marketing (mentioned above) have significant and positive relationship with customer loyalty. The factors are proved to be significant drivers of customer loyalty in banking sector of Pakistan. The study recommends that for retaining long-run customer loyalty, banks should consider relationship marketing as a core strategy. Hence, relationship marketing is important for banks to survive and excel in current intense competition.

scholarly journals The Impact of CRM Strategy on Customer Loyalty in SMEs

2018 ◽  
Vol 11 (11) ◽  
pp. 37 ◽  
Author(s):  
Lena Saleh ◽  
Laura El Saheli
Keyword(s):  
Customer Relationship Management ◽  
Customer Loyalty ◽  
Service Industry ◽  
Positive Impact ◽  
Customer Relationship ◽  
Long Run ◽  
Study Results ◽  
Small Medium Enterprises ◽  
Medium Enterprises ◽  
The Impact

The beauty service industry is one of the most flourishing industries in contemporary Beirut, the capital of Lebanon, as versatile demands from men and women have catered to this uplifting growth. A national scandal, however, lead to the suspension of several beauty centers, and conveyed a challenge for competitive small-medium enterprises (SME) to sustain relationships with customers over the long-run. The aim of this study was to understand the impact of customer relationship management (CRM) strategy on customer loyalty using the case of beauty centers in Beirut, Lebanon. The study employed a quantitative approach where data was collected by means of a questionnaire, from a sample of 103 customers. Four variables, as components of CRM, were measured in this study. Results of the statistical analysis verified that customer experience, employee behaviour, and value proposition have a positive impact on customer loyalty. This research provides recommendations for strategically improving relationship-oriented practices in Lebanese SMEs, particularly in the beauty sector.

scholarly journals The Impact of Deceptive Advertising on Customer Loyalty: A case of Telecommunication Industry in Karachi, Pakistan

2019 ◽  
Vol 4 (1) ◽  
pp. 39 ◽  
Author(s):  
Saira Iqbal ◽  
Danish Ahmed Siddiqui
Keyword(s):  
Factor Analysis ◽  
Customer Satisfaction ◽  
Customer Loyalty ◽  
Significant Influence ◽  
Word Of Mouth ◽  
Equation Modeling ◽  
Accurate Information ◽  
Telecommunication Industry ◽  
Deceptive Advertising ◽  
The Impact

This study examined the impact of Deceptive Advertising on Customer Loyalty in the telecommunication industry of Karachi, Pakistan. This research was quantitative in nature. The sample size was 250; questionnaires were distributed electronically and manually. Exploratory Factor Analysis (EFA) was used to analyze the data with the help of SPSS. Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) using AMOS, conducted to ensure the model and testing the hypothesis. The outcome of the present study verifies that word of mouth has a strong significant influence on customer loyalty. Hence customer satisfaction and customer trust are causing word of mouth in a positive and significant way. So it shows that there is a positive and strongly significant influence of customer satisfaction and trust on customer loyalty with the mediation of word of mouth. On the other hand, deceptive ads are causing word of mouth in a negative way. Hence it is concluded that deceptive ads have a negative influence on customer loyalty with the mediation of word of mouth. This study suggested that in order to increase customer loyalty and build a long-term relationship with the customer’s telecom companies should focus on accurate information and rendering the level of competitive services to their customers.

scholarly journals Ant Colony Decision Tree Method to Detect the Suspicious News

2019 ◽  
Vol 8 (4) ◽  
pp. 269-274
Keyword(s):  
Social Media ◽  
Decision Tree ◽  
Research Work ◽  
Optimal Solution ◽  
Ant Colony ◽  
Continuous Growth ◽  
News Content ◽  
Decision Tree Method ◽  
The Impact ◽  
Tree Method

The ease of availability and low cost of social media platforms has made the human vulnerable to devour the information from social media. Social media serves the unverified information which easily gets disseminated among people through different groups, applications, and other online social platforms. These fake news can lead to any suspicious activities which urges to derive the term suspicious news. The escalation of these suspicious news has open a lot of research ventures to detect and attenuate the impact on human. These suspicious activities have become a nuisance for legitimate users. Despite the presence of existing methods for the suspicious news detection exists, but the continuous growth of such activities is difficult to manage with an individual approach. In this research work, an ensemble approach is considered to detect suspicious news content. Here, Ant Colony Decision Tree method is ensembled for the detection of suspicious news (ACDTDSN). This approach uses the heuristic function and pheromone trail to obtain the optimal solution. The overall functionality of system is based on the content based approach for the detection of suspicious news with steps of dataset consideration, pre-processing, feature selection, and classification. The experimentation is performed using the FakenewNet dataset which consist of BuzzFeed and PolitiFact categories of news content. The results of the proposed ACSTDSN framework are accessed with the performance evaluation measures.

scholarly journals THE IMPACT OF SOCIAL MEDIA MARKETING ON BRAND LOYALTY: THE MODERATING ROLE OF WORD OF MOUTH

2015 ◽  
Vol 03 (02) ◽  
pp. 60-67
Author(s):  
Ayesha Tariq ◽  
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Word Of Mouth ◽  
Social Media Marketing ◽  
Future Research ◽  
Marketing Practice ◽  
Mediating Role ◽  
Customer Interaction ◽  
The Impact ◽  
Moderating Role

This study is based on such customers who follow at least one brand on the social media in Pakistan. The data was collected through a structured questionnaire from the university students of Pakistan. The results showed that the brand loyalty of the customers is affected in a positive manner when the brand has presence on various platforms of social media. It has been found that customer interaction has a fully mediating role in social media marketing and brand loyalty. Also, the word of mouth has no moderating role on the relationship between customer interaction and brand loyalty. The implications for marketing practice and future research are also discussed.

scholarly journals HALAL COSMETICS REPURCHASE INTENTION: THE ROLE OF MARKETING ON SOCIAL MEDIA

2021 ◽  
Vol 7 (4) ◽  
Author(s):  
Mohamad Isa Abd Jalil ◽  
Suddin Lada ◽  
Mohd Ashari Bakri ◽  
Zakiah Hassan
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Word Of Mouth ◽  
Brand Management ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Repurchase Intention ◽  
Holistic View ◽  
Brand Recognition ◽  
The Impact

This research aims to study the effects of social media marketing strategies on the repurchase intention among suppliers of halal cosmetics in the context of Malaysia. The study, based on the theory of social media marketing, identifies these ties, and considers the mediating functions of word-of-mouth brand recognition and electronic word-of-mouth communication (e-WOM). The work takes a holistic view of brand recognition and e-WOM with reference to the two main relations, social media marketing strategy and repurchasing intention. The partial least squares structural equation modelling (PLS-SEM) method was employed and data collected from 300 respondents (followers) via an online questionnaire. The results indicate that there is a significant influence of social media marketing (SMM) on repurchase intention, brand awareness, and e-WOM; the impact is higher on brand awareness, followed by repurchase intention and eWOM. These results demonstrate that efficient brand management of the use of social media platforms will help increase brand awareness among halal cosmetics buyers. When used correctly, SMM may assist the distribution and communication of the most up-to-date information on cosmetic products and brands, resulting in increased awareness and repurchase intent. At the same time, eWOM is a useful tool for their respective followers to disseminate information. The research has important implications for the halal cosmetics sector, as it contributes to the theoretical and management literature on social media marketing strategy.          

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