Customer Loyalty and Enhance Customer Satisfaction Through Social Media Marketing Initiatives in Pakistan

Abstract

Introduction of social media marketing (SMM) in luxury sector in Pakistan has transformed approach in which customers loyalty and satisfaction enhanced. The COVID-19 pandemic has accelerated social media platforms for both entertainment and shopping, making crucial tool for luxury brands to connect with their audiences. The study utilizes S-O-R (stimulus-organism-response) theoretical framework and suggests that SMM, customer loyalty (CL), and customer satisfaction (CS) are key elements of marketing concept. A survey based methodology was utilized to gather data from respondents in Peshawar, Islamabad, Lahore, and Faisalabad. However, the study supports the hypothesis that SMM positively influences both customer loyalty (H1) and customer satisfaction (H2). Additionally, customer loyalty has positive influence on customer satisfaction (H3). Furthermore, research also reveals that customer satisfaction partially mediates relationship between SMM and customer loyalty (H4). The findings highlight significance of customer satisfaction as mediator in association between customer loyalty and SMM. Practically, these effects suggest businesses should prioritize high-quality customer service and positive customer experiences on SMM to enhance customer satisfaction and, loyalty. Social media management research and customer service teams can facilitate effective customer interactions and issue resolution. This, in turn, can lead to stronger brand loyalty and success in the luxury brand market. Overall, the study delivers valued insights into the interplay among SMM, customer loyalty, and satisfaction within the luxury brand industry, offering practical implications for businesses for leverage social media power in Pakistan

Key word: Social media marketing, customer loyalty, customer satisfaction, luxury brand