The effects of social media on customer loyalty are debated. However, there is evidence to support the claim that a strong presence on social media is a good way to build a brand image and earn the trust of the customer.
There are several factors that affect a company's success and the effectiveness of its marketing efforts. One such factor is the quality of the products and services provided by the company. Hence, companies should take measures to ensure that they meet the needs of their customers. In this regard, the role of social media is of critical importance. Its ability to create brand image and earn customer trust has made it a valuable asset for organizations.
The most important component of social media is the fact that it gives an opportunity to companies to interact with their customers. They can respond to their customer requests, listen to social chatter and even monitor their keywords. This allows them to develop a customer's social profile and determine their preferred social channel. Moreover, they can identify and recognize loyal customers. With that information, companies can take the necessary steps to boost their customer retention.
Social media also helps companies in other ways. For instance, the study found that electronic word of mouth (E-WOM) has a positive effect on customer loyalty. Similarly, customers who have positive experiences are more likely to share their experiences with other people. Additionally, they are more likely to recommend a product or service to a friend or colleague. Using these methods, companies can glean valuable information and create a personalized relationship with each and every one of their consumers.
Despite its potential benefits, companies have been slow to adopt this technology. Among the many challenges to overcome are establishing a proper infrastructure, engaging with customers on a consistent basis and determining what is important to their consumers. As such, the effects of social media on customer loyalty are still largely understudied.
Several studies have already been conducted, but most have not taken into consideration the role of CSR in the social media context. Therefore, this study takes the time to explore whether social media can be an effective tool in promoting customer loyalty. While the findings suggest that CSR through social media is indeed an effective means to generate customer loyalty, they do not provide any definitive answers as to which particular CSR practices work best. Rather, the paper suggests that future researchers should consider including more variables in a research model.
In addition, the study also suggests that companies should consider using more than one type of social medium. For instance, social media is the ideal platform for one-to-one communication, and there are many different ways that a company can do this. Moreover, one-to-one communication can be moved from the social medium to other physical channels.
Finally, the study found that the effects of social media on customer loyalty were moderately strong. However, it should be noted that the effect was only visible in the United States, where a large proportion of the population is highly engaged in social media.