International Journal of Marketing and Business Communication

Sahadat Hossain ¹, Md Nazmus Sakib ²

Affiliations
1 School of Business, University of Liberal Arts Bangladesh (ULAB), Dhaka, BD
2 University of Texas Rio Grande Valley, US

Abstract

As the social media marketing is gaining more attention and momentum in recent times due to being more effective and less expensive way of reaching customers, a better understating of the online customers is now at the forefront of marketers. While considering the social media marketing, the most active users of social media nowadays are the young generations or mostly the students. The present study is based on identifying factors of social media marketing that influence the brand loyalty of University going students. Sample for conducting the research was chosen from the students of the five different private universities located in Dhaka. The collected data were analysed by the multiple regression analysis method. The result indicates that if the contents of social media marketing are relevant to the brand, then they have the highest impact on the brand loyalty of university students. In addition, beneficial and popular contents in social media marketing also influence the students' brand loyalty. So, challenge for the marketers is to ensure these characteristics in their social media marketing efforts with a view to gain the brand loyalty of university students.

Keywords

Social Media, Brand Loyalty, Online Customers.

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