ROLE OF CONTENT BASED SOCIAL MEDIA MARKETING IN BUILDING CUSTOMER LOYALTY AND MOTIVATING CONSUMERS TO FORWARD CONTENT

Umer Ramzan () and Ali Raza Syed
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Umer Ramzan: Lahore Business School, University Of Lahore Pakistan
Ali Raza Syed: Lahore Business School, University Of Lahore Pakistan

Journal of Internet Banking and Commerce, 2018, vol. 23, issue 03, 01-20

Abstract: With the rapid increase in the usage of social media platforms, marketers have realized the importance of using social media marketing to attract and retain their target audience. However, considering the number of brands on social media it is difficult for a company to reach to its potential target audience and generate their interest. Therefore, marketers are focusing on generating content which can appeal to its target audience and ultimately grab their attention in the crowd. Also, strong content enables a company to build its credibility on the internet and gets strong search ranking on google. This study aims at investigating the influence of content based social media marketing on customer loyalty and customers’ motivation to share content by generating customer trust and engagement. To investigate the consequences of content based social media marketing 200 respondents, who are active users of social media platforms, were selected to complete the survey consists of 49 questions. The results of the survey revealed that content marketing plays a significant role in generating consumer trust and engagement which ultimately leads to customer loyalty and motivates consumers to share the content. The study provides insights to digital marketers to create a content which is creative, original, and must include the element of appeal in order to engage consumers with the brand and spread positive word of mouth in the online community.

Keywords: Content-based Social Media Marketing; Customer Engagement; Customer Trust; Customer Loyalty; Motivation to Forward Content (search for similar items in EconPapers)
JEL-codes: A11 (search for similar items in EconPapers)
Date: 2018
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