Role Of Social Media In Building Customer Trust, Satisfaction, And Loyalty

Abstract

Purpose – As more and more customers rely on online channels for communication and information gathering before making decisions, social media's significance is expanding every day. Because of this, the purpose of this research is to investigate how social media marketing activities affect customer satisfaction, loyalty, and trust.

Design/methodology/approach – The study argues for the advantages of social media marketing initiatives in fostering consumer loyalty, trust, and satisfaction with the product or service that the community is centered around. After the validation of measurement scales, the hypotheses were analyzed through structural modeling on PLS-SEM4.

Findings – The data obtained through an online survey shows that participation in the activities carried out on social media platforms may foster customer trust, satisfaction, and loyalty. Strategic investments in building Trust, and ensuring high levels of satisfaction can lead to increased customer loyalty and advocacy. These findings collectively guide businesses in crafting effective social media marketing approaches for lasting customer-brand relationships in the organized apparel retailing sector.

Research limitations/implications – The present study also has certain constraints and only select social media platforms. The findings are specific to the organized apparel retailing sector. Additionally, the social media landscape is dynamic, and platforms' popularity can change over time due to new features, trends, and shifts in user preferences.

Practical implications – The study identifies key factors such as informativeness, interactivity, trendiness, customization, and electronic word-of-mouth as significant contributors to trust, satisfaction, and customer loyalty. Businesses should prioritize these aspects in their social media marketing activities. Strategic investments in trust, commitment, and satisfaction, along with effective social media marketing, can lead to increased loyalty and advocacy, contributing to long-term success in the organized apparel retailing sector.