Building Brand Loyalty through Social Networking sites in Pakistan

Authors

  • Abdul Saboor Khan National Defence University, Islamabad, Pakistan.
  • Haroon Bakari Department of Business Administration (Thatta Campus), University of Sindh, Jamshoro, Pakistan
  • Muhammad Hanif University of Sindh, Jamshoro, Pakistan
  • Ghulam Shabbir Khan Niazi National Defence University Islamabad

DOI:

https://doi.org/10.5281/zenodo.10360949

Keywords:

Brand Trust, Brand Loyalty, Trust in Social Networking Websites, Internet Privacy Concerns

Abstract

Purpose: This study tests how social media builds brand loyalty. It also tests the impact of perceived benefits (practical, entertainment and social), brand satisfaction and internet privacy concerns on trust in social networking websites. Furthermore, analyzes the impact of trust in social networking sites (SNSs) on brand trust and its effect on brand loyalty.

Design/Methodology/Approach: This study uses purposive sampling for the collection of data through questionnaires, which generated a sample size of 520 respondents. AMOS and SPSS are used to analyze the data.

Findings: The findings of the study showed that the practical and social benefit of websites and brand satisfaction has a significant impact on trust in SNSs. Moreover, trust in SNS has an impact on brand trust and brand trust related to brand loyalty.

Implications/Originality/Value: The study suggests to marketers that they should focus on the practical and social benefits of websites and try to get the trust of customers by satisfying their needs and wants. This study provided updated insights on use of social media in envisaging branding strategies.

References

Al Halbusi, H., Alhaidan, H., Abdelfattah, F., Ramayah, T., & Cheah, J.-H. (2022). Exploring social media adoption in small and medium enterprises in Iraq: pivotal role of social media network capability and customer involvement. Technology Analysis & Strategic Management, 1-18.

Acar, A. (2008). Antecedents and consequences of online social networking behavior: The case of Facebook. Journal of website promotion, 3(1-2), 62-83.

Agarwal, S., & Mital, M. (2009). Focus on Business Practices: An Exploratory Study of Indian University Students' Use of Social Networking Web Sites: Implications for the Workplace. Business Communication Quarterly.

Al-Ghazali, B. M., Gelaidan, H. M., Shah, S. H. A., & Amjad, R. (2022). Green transformational leadership and green creativity? The mediating role of green thinking and green organizational identity in SMEs. Frontiers in Psychology, 13, 977998.

Anderson, R. E., & Srinivasan, S. S. (2003). E?satisfaction and e?loyalty: A contingency framework. Psychology & marketing, 20(2), 123-138.

Arnett, D. B., & Badrinarayanan, V. (2005). Enhancing Customer-Needs–Driven CRM Strategies: Core Selling Teams, Knowledge Management Competence, and Relationship Marketing Competence. Journal of Personal Selling & Sales Management, 25(4), 329-343.

Ashley, C., & Leonard, H. A. (2009). Betrayed by the buzz? Covert content and consumer-brand relationships. Journal of Public Policy & Marketing, 28(2), 212-220.

Aurier, P., & Séré de Lanauze, G. (2012). Impacts of perceived brand relationship orientation on attitudinal loyalty: An application to strong brands in the packaged goods sector. European Journal of Marketing, 46(11/12), 1602-1627.

Ba, S. (2001). Establishing online trust through a community responsibility system. Decision Support Systems, 31(3), 323-336.

Baird, C.H., & Parasnis, G. (2011). From social media to social customer relationship management. Strategy & Leadership, 39(5), 30-37.

Bakari, H., & Bakari, M. M. A. (2019). Mediating role of brand trust between perceived external prestige and brand satisfaction: Evidence from smartphone users. NICE Research Journal, 12(1), 136-154. https://doi.org/10.51239/nrjss.v0i0.96

Becerra, E. P., & Korgaonkar, P. K. (2011). Effects of trust beliefs on consumers' online intentions. European Journal of Marketing, 45(6), 936-962.

Beneke, J., & Zimmerman, N. (2014). Beyond private label panache: the effect of store image and perceived price on brand prestige. Journal of Consumer Marketing, 31(4), 301-311.

Bennett, R., McColl-Kennedy, J. R., & Coote, L. V. (2007). Involvement, satisfaction, and brand loyalty in a small business services setting. Journal of Business Research, 60(12), 1253-1260.

Boyd, D. (2003). Reflections on friendster, trust and intimacy. In Intimate (Ubiquitous) Computing Workshop-Ubicomp (pp. 12-15).

Caruana, A. (2002). Service loyalty: The effects of service quality and the mediating role of customer satisfaction. European journal of marketing, 36(7/8), 811-828.

Chahal, H., & Bala, M. (2010). Confirmatory study on brand equity and brand loyalty: A special look at the impact of attitudinal and behavioural loyalty. Vision: The Journal of Business Perspective, 14(1-2), 1-12.

Chandon, P., Wansink, B., & Laurent, G. (2000). A benefit congruency framework of sales promotion effectiveness. Journal of marketing, 64(4), 65-81.

Chang, A., & Tseng, C. N. (2005). Building customer capital through relationship marketing activities: The case of Taiwanese multilevel marketing companies. Journal of Intellectual Capital, 6(2), 253-266.

Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93.

Coppola, N. W., Hiltz, S. R., & Rotter, N. G. (2004). Building trust in virtual teams. Professional Communication, IEEE Transactions on, 47(2), 95-104.

Corbitt, B. J., Thanasankit, T., & Yi, H. (2003). Trust and e-commerce: a study of consumer perceptions. Electronic commerce research and applications, 2(3), 203-215.

Delgado-Ballester, E., Munuera-Aleman, J. L., & Yague-Guillen, M. J. (2003). Development and validation of a brand trust scale. International Journal of Market Research, 45(1), 35-54.

Dholakia, U. M., Bagozzi, R. P., & Pearo, L. K. (2004). A social influence model of consumer participation in network-and small-group-based virtual communities. International journal of research in marketing, 21(3), 241-263.

Dimitriades, Z. S. (2006). Customer satisfaction, loyalty and commitment in service organizations: Some evidence from Greece. Management Research News, 29(12), 782-800.

Dinev, T., & Hart, P. (2006). An extended privacy calculus model for e-commerce transactions. Information Systems Research, 17(1), 61-80.

Donath, J., & Boyd, D. (2004). Public displays of connection. bt technology Journal, 22(4), 71-82.

Dwyer, C., Hiltz, S., & Passerini, K. (2007). Trust and privacy concern within social networking sites: A comparison of Facebook and Myspace. AMCIS 2007 proceedings, 339.

Eastin, M. S. (2002). Diffusion of e-commerce: an analysis of the adoption of four e-commerce activities. Telematics and informatics, 19(3), 251-267.

El-Manstrly, D., & Harrison, T. (2013). A critical examination of service loyalty measures. Journal of Marketing Management, 29(15-16), 1834-1861.

Foltz, F., & Foltz, F. (2003). Religion on the Internet: Community and virtual existence. Bulletin of Science, Technology & Society, 23(4), 321-330.

Fullerton, G. (2005). The impact of brand commitment on loyalty to retail service brands. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, 22(2), 97-110.

Gambi, S. (2009). The development of trust within close relationships formed within social network sites.

Garg, R., Chikkara, R., Suman, H., Pande, S., Sharan, R., & Panda, T. K. (2020). Consumer-Brand Relations. In Global Branding (pp. 656-667). https://doi.org/10.4018/978-1-5225-9282-2.ch032

Gerbing, D. W., & Anderson, J. C. (1988). An updated paradigm for scale development incorporating unidimensionality and its assessment. Journal of marketing research, 186-192.

Gilliland, D. I., & Bello, D. C. (2002). Two sides to attitudinal commitment: The effect of calculative and loyalty commitment on enforcement mechanisms in distribution channels. Journal of the Academy of Marketing Science, 30(1), 24-43.

Grabner-Kräuter, S. (2009). Web 2.0 social networks: the role of trust. Journal of business ethics, 90(4), 505-522.

Gummerus, J., Liljander, V., Weman, E., & Pihlström, M. (2012). Customer engagement in a Facebook brand community. Management Research Review, 35(9), 857-877.

Hair, J. F., Anderson, R. E., & Tatham, R. L. Black. WC (2010). Multivariate data analysis, 5.

Heikkila, E. J. (2011). An information perspective on path dependence. Journal of Institutional Economics, 7(01), 23-45.

Hidayat, K., & Idrus, M. I. (2023). The effect of relationship marekting towards switching barrier, customer satisfaction, and customer trust on bank customers. Journal of Innovation and Entrepreneurship, 12.

Hsiao, K. L., Chuan-Chuan Lin, J., Wang, X. Y., Lu, H. P., & Yu, H. (2010). Antecedents and consequences of trust in online product recommendations: An empirical study in social shopping. Online Information Review, 34(6), 935-953.

Jaiswal, A. K., & Niraj, R. (2011). Examining mediating role of attitudinal loyalty and nonlinear effects in satisfaction-behavioral intentions relationship. Journal of Services Marketing, 25(3), 165-175.

Jansen, B. J., Zhang, M., Sobel, K., & Chowdury, A. (2009). Twitter power: Tweets as electronic word of mouth. Journal of the American society for information science and technology, 60(11), 2169-2188.

Jin, B., Park, J. Y., & Kim, H. S. (2010). What makes online community members commit? A social exchange perspective. Behaviour & Information Technology, 29(6), 587-599.

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business horizons, 53(1), 59-68.

Kee, D. M. H., Sin, L. G., Yuan, N. Z., Ni, N. L. Y., Wen, N. K., Fang, N. S., ... & Muhsyi, U. A. (2023). The Influence of Customer Satisfaction, brand trust and Brand Loyalty on Purchase Intention: A Study of McDonald’s in Malaysia. International Journal of Tourism and Hospitality in Asia Pasific (IJTHAP), 6(2), 88-101.

Khan, S. A., & Bhatti, R. (2012). Application of social media in marketing of library and information services: A case study from Pakistan. Webology, 9(1), 1-8.

Kim, S.-H., Kim, M., Holland, S., & Townsend, K. M. (2020). Consumer-Based Brand Authenticity and Brand Trust in Brand Loyalty in The Korean Coffee Shop Market. Journal of Hospitality & Tourism Research, 45(3), 423-446.

Kline, R. B. (2005). Principles and practice of structural equation modeling. Guilford Press. New York, 59.

Laroche, M., Habibi, M. R., Richard, M. O., & Sankaranarayanan, R. (2012). The effects of social media-based brand communities on brand community markers, value creation practices, brand trust and brand loyalty. Computers in Human Behavior, 28(5), 1755-1767.

Ledikwe, A., Roberts-Lombard, M., & Klopper, H. B. (2019). The perceived influence of relationship quality on brand loyalty. African Journal of Economic and Management Studies, 10(1), 85-101. https://doi.org/10.1108/ajems-04-2018-0113

Li, D., Browne, G. J., & Wetherbe, J. C. (2006). Why do internet users stick with a specific web site? A relationship perspective. International Journal of Electronic Commerce, 10(4), 105-141.

Li, X. R. (2010). Loyalty regardless of brands? Examining three nonperformance effects on brand loyalty in a tourism context. Journal of Travel Research.

Liao, Y. K., Dao, T. C., & Pham, T. T. (2023). The antecedents and consequences of the customer's attitude toward social media adoption: a meta-analytic approach. International Journal of Services and Standards, 13(3-4), 160-194.

Lim, K. H., Sia, C. L., Lee, M. K., & Benbasat, I. (2006). Do I trust you online, and if so, will I buy? An empirical study of two trust-building strategies. Journal of management information systems, 23(2), 233-266.

Lo, J. (2010). Privacy Concern, Locus of Control, and Salience in a Trust-Risk Model of Information Disclosure on Social Networking Sites. In AMCIS (p. 110).

Maheswaran, M., Tang, H. C., & Ghunaim, A. (2007). Towards a gravity-based trust model for social networking systems. In Distributed Computing Systems Workshops, 2007. ICDCSW'07. 27th International Conference on (pp. 24-24). IEEE.

Malhotra, N. K., Kim, S. S., & Agarwal, J. (2004). Internet users' information privacy concerns (IUIPC): The construct, the scale, and a causal model. Information Systems Research, 15(4), 336-355.

Mansour, K. B., Kooli, K., & Utama, R. (2014). Online trust antecedents and their consequences on purchase intention: An integrative approach. Journal of Customer Behaviour, 13(1), 25-42.

Marmat, G. (2023). A framework for transitioning brand trust to brand love. Management Decision, 61(6), 1554-1584.

Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential value: conceptualization, measurement and application in the catalog and Internet shopping environment?. Journal of retailing, 77(1), 39-56.

McCole, P., Ramsey, E., & Williams, J. (2010). Trust considerations on attitudes towards online purchasing: The moderating effect of privacy and security concerns. Journal of Business Research, 63(9-10), 1018-1024.

McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and validating trust measures for e-commerce: An integrative typology. Information systems research, 13(3), 334-359.

Menidjel, C., Benhabib, A., Bilgihan, A., & Veloutsou, C. (2017). Examining the moderating role of personality traits in the relationship between brand trust and brand loyalty. Journal of Product & Brand Management, 00-00. https://doi.org/10.1108/jpbm-05-2016-1163

Mershon, P. (2012). Social Media Marketing Trends: New Research. Social Media Examiner.

Metzger, M. J. (2004). Privacy, trust, and disclosure: Exploring barriers to electronic commerce. Journal of Computer?Mediated Communication, 9(4), 00-00.

Mingquan, M. (2016). How consumers' brand loyalty would be influenced in social media based brand communities (Doctoral dissertation, Concordia University).

Miyazaki, A. D., & Krishnamurthy, S. (2002). Internet seals of approval: Effects on online privacy policies and consumer perceptions. Journal of Consumer Affairs, 36(1), 28-49.

Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. The journal of marketing, 20-38.

Nambisan, S., & Baron, R. A. (2009). Virtual customer environments: testing a model of voluntary participation in value co?creation activities. Journal of product innovation management, 26(4), 388-406.

Narteh, B., Agbemabiese, G. C., Kodua, P., & Braimah, M. (2013). Relationship marketing and customer loyalty: Evidence from the Ghanaian luxury hotel industry. Journal of Hospitality Marketing & Management, 22(4), 407-436.

Nguyen, S., & Llosa, S. (2023). When users decide to bypass collaborative consumption platforms: The interplay of economic benefit, perceived risk, and perceived enjoyment. Tourism Management, 96, 104713.

Nonnecke, B., Andrews, D., & Preece, J. (2006). Non-public and public online community participation: Needs, attitudes and behavior. Electronic Commerce Research, 6(1), 7-20.

Oliver Richard, L. (1997). Satisfaction: A behavioral perspective on the consumer. New York ? NY: Irwin-McGraw-Hill.

Ouwersloot, H., & Odekerken-Schröder, G. (2008). Who's who in brand communities-and why? European Journal of Marketing, 42(5/6), 571-585.

Pavlou, P. A. (2002). A theory of planned behavior perspective to the consumer adoption of electronic commerce. MIS Quarterly, 30(1), 115-143.

Piccoli, G., & Ives, B. (2003). Trust and the unintended effects of behavior control in virtual teams. MIS quarterly, 365-395.

Preece, J. (2000). Online communities: designing usability, supporting sociability. Industrial Management & Data Systems, 100(9), 459-460.

Punniyamoorthy, M., & Raj, M. P. M. (2007). An empirical model for brand loyalty measurement. Journal of Targeting, Measurement and Analysis for Marketing, 15(4), 222-233.

Putnam, R. D. (2000). Bowling alone: The collapse and revival of American community. Simon and Schuster.

Quan, N. H., Chi, N. T. K., Nhung, D. T. H., Ngan, N. T. K., & Phong, L. T. (2020). The influence of website brand equity, e-brand experience on e-loyalty: The mediating role of e-satisfaction. Management Science Letters, 63-76. https://doi.org/10.5267/j.msl.2019.8.015

Rahman, S. A., Taghizadeh, S. K., Ramayah, T., & Alam, M. M. D. (2017). Technology acceptance among micro-entrepreneurs in marginalized social strata: The case of social innovation in Bangladesh. Technological Forecasting and Social Change, 118, 236-245.

Reichheld, F., & Schefter, P. (2000). E-loyalty: your secret weapon on the Web. Harvard Business Review, 78(4), 105-113.

Reisenwitz, T. H., & Gupta, S. (2011). Assessing the effectiveness of a product warranty in a health-care setting. Journal of Medical Marketing: Device, Diagnostic and Pharmaceutical Marketing, 11(2), 109-118.

Ribbink, D., Van Riel, A. C., Liljander, V., & Streukens, S. (2004). Comfort your online customer: quality, trust and loyalty on the internet. Managing Service Quality: An International Journal, 14(6), 446-456.

Rouzi, A., & Wang, Y. (2021). Feeling trusted and taking-charge behaviour: An internal branding perspective based on self-categorization theory. International Journal of Hospitality Management, 94. https://doi.org/10.1016/j.ijhm.2020.102831

Selnes, F. (1993). An examination of the effect of product performance on brand reputation, satisfaction and loyalty. Journal of Product & Brand Management, 2(4), 45-60.

Selnes, F. (1998). Antecedents and consequences of trust and satisfaction in buyer-seller relationships. European journal of marketing, 32(3/4), 305-322.

Selnes, F., & Hansen, H. (2001). The potential hazard of self-service in developing customer loyalty. Journal of Service Research, 4(2), 79-90.

Sicilia, M., & Palazon, M. (2008). Brand communities on the internet: A case study of Coca-Cola's Spanish virtual community. Corporate Communications: An International Journal, 13(3), 255-270.

Singh, J., & Sirdeshmukh, D. (2000). Agency and trust mechanisms in consumer satisfaction and loyalty judgments. Journal of the Academy of marketing Science, 28(1), 150-167.

Slyke, C.V., Shim, J. T., Johnson, R., & Jiang, J. J. (2006). Concern for information privacy and online consumer purchasing. Journal of the Association for Information Systems, 7(1), 16.

Smith, C. (2014). How many people use 415 of the top social media, apps & tools? Digital Marketing Ramblings.

Sodano, V. (2002). Trust, economic performance and the food system: can trust lead up to unwanted results. In Paradoxes in Food Chains and Networks. Proceedings of the 5th International Conference on Chain and Network Management in Agribusiness and the Food industry. Wageningen University (pp. 104-115).

Uma, S. (2000). Research methods for business: A skill building approach. John Wiley & Sons.

Veloutsou, C. (2015). Brand evaluation, satisfaction and trust as predictors of brand loyalty: the mediator-moderator effect of brand relationships. Journal of Consumer Marketing.

Wang, Y., & Fesenmaier, D. R. (2004). Modeling participation in an online travel community. Journal of Travel Research, 42(3), 261-270.

Westin, A. F. (2003). Social and political dimensions of privacy. Journal of social issues, 59(2), 431-453.

Wiertz, C., & de Ruyter, K. (2007). Beyond the call of duty: Why customers contribute to firm-hosted commercial online communities. Organization studies, 28(3), 347-376.

Wu, S. I. (2003). The relationship between consumer characteristics and attitude toward online shopping. Marketing Intelligence & Planning, 21(1), 37-44.

Wulf, K. D., Odekerken-Schröder, G., & Iacobucci, D. (2001). Investments in consumer relationships: A cross-country and cross-industry exploration. Journal of marketing, 65(4), 33-50.

Yen, H. R., Hsu, S. H. Y., & Huang, C. Y. (2011). Good soldiers on the Web: Understanding the drivers of participation in online communities of consumption. International Journal of Electronic Commerce, 15(4), 89-120.

Yoon, S. J. (2002). The antecedents and consequences of trust in online?purchase decisions. Journal of interactive marketing, 16(2), 47-63.

Zboja, J. J., & Voorhees, C. M. (2006). The impact of brand trust and satisfaction on retailer repurchase intentions. Journal of Services Marketing, 20(6), 381-390.

Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. The Journal of Marketing, 31-46.

Downloads

Published

2023-12-12

How to Cite

Khan, A. S., Bakari, H., Hanif, M. ., & Niazi, G. S. K. . (2023). Building Brand Loyalty through Social Networking sites in Pakistan. Pakistan Journal of Social Sciences, 43(4), 507-528. https://doi.org/10.5281/zenodo.10360949