Building Brand Loyalty through Social Networking sites in Pakistan


  • 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



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


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.


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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.