Impact of activities in social networks on customer loyalty

Abstract

Social media is one of the most popular communication channels not only among consumers but also among businesses. More and more businesses are devoting time and resources to build social media strategies and manage brand communities. As the use of social media has grown dramatically in recent years, it has become an essential corporate tool for reaching out to current and potential customers of services and products in a timely and focused manner. There is a shortage of understanding of the influence of an organization's social media efforts on commercial success, such as customer loyalty. Consumer loyalty is a result of the relationship management performed by the company, not the other way around. Casual one-time deals lose their value to businesses, as they fail to assure long-term success. According to long-term studies in various fields, it is becoming increasingly important for businesses to build and maintain long-term relationships with customers - to form their loyalty - and social media is one of the most important tools available today (Esmaeili et al., 2021; Karimi Alavijeh et al., 2018; Skakauskiene et al., 2016). The aim of the study is to investigate the impact of activities in social media on customer loyalty. For the research literature review, analysis and synthesis were employed, the survey conducted, and descriptive statistics to discuss research results were chosen.