The Impact of Social Media Marketing on Brand Loyalty Among Generation Y Towards Luxury Fashion Brands

Authors

  • Ibhrahim bin Zakaria Faculty of Business and Management, Universiti Teknologi MARA Kelantan Branch, Machang Campus, Bukit Ilmu, 18500 Machang, Kelantan, Malaysia.
  • Mohammad Zaim bin Mohd Salleh Faculty of Business and Management, Universiti Teknologi MARA Kelantan Branch, Machang Campus, Bukit Ilmu, 18500 Machang, Kelantan, Malaysia.
  • Intan Nurul Ain Mohd Firdaus Kozako Faculty of Business and Management, Universiti Teknologi MARA Kelantan Branch, Machang Campus, Bukit Ilmu, 18500 Machang, Kelantan, Malaysia.

DOI:

https://doi.org/10.51200/mjbe.v0i0.2167

Keywords:

social media marketing, Generation Y, brand loyalty

Abstract

Social media marketing is now becoming a mean for a business to understand the customers purchasing behaviour and to gain insight into why customers feel the way the felt about a certain brand. Through social media marketing, it helps the company to develop two-way communication with the consumers through social media marketing, and it gives the business better communication ground with the customers to establish brand loyalty. Generation Y has a solid impact on the life of the organization, as a client, in industry and as staff, but also on the overall community growth. As a customer, Generation Y is conversant with a communications revolution transforming business, education, healthcare, social relations, entertainment, government and any other institution. Therefore, in order to increase the brand loyalty between Generation Y, businesses need to ensure that the social media marketing used by this generation can create better communications grounds for both businesses and this type of generation in the long run by using effective use of time and resources. Hence, it will also allow businesses to create a stronger conversation with Generation Y, fine-tune the advertising message and sustain the position of the product in the online retailers.

Published

2019-12-31

How to Cite

Zakaria, I. bin, Mohd Salleh, M. Z. bin, & Mohd Firdaus Kozako, I. N. A. (2019). The Impact of Social Media Marketing on Brand Loyalty Among Generation Y Towards Luxury Fashion Brands. Malaysian Journal of Business and Economics (MJBE), 6(2), 25. https://doi.org/10.51200/mjbe.v0i0.2167
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