The Impact of Social Media Marketing on Brand Loyalty in Fast-Moving Consumer Good (FMCG) Markets
The Impact of Social Media Marketing on Brand Loyalty in Fast-Moving Consumer Good (FMCG) Markets

Summary/Abstract: Purpose – The aim of this research is to examine the impact of Social Media marketing on consumers’ brand loyalty in fast-moving consumer goods (FMCG) markets. Design/methodology/approach – In this study, quantitative research techniques were used. Primary data of the study was collected through a self-administered Likert type online survey. 201 usable responses were collected from volunteer participants familiar with fast-moving consumer goods. The research model of study was analyzed with the help of confirmatory factor analysis (CFA) and structural equation model (SEM) techniques. Findings – The research has shown that two independent variables (Electronic Word of Mouth and Community Commitment) influence brand loyalty in fast-moving consumer goods markets. But no relationship has been found between the other two independent variables (Social Media Advertisement and Online Brand Community) and brand loyalty.

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