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Customer Loyalty At Any Cost: Why Is Social Media Poorly Integrated With Marketing Strategy?

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  • Mohammed Nadeem

Abstract

Corporations are using Social Media (SM) to form meaningful and engaging customer relationships involving online transactions. . The aim of the research study is to examine how Customer Loyalty (CL) has come under an undeniable influence of SM. The main question examined by the research study is— why is SM poorly integrated with marketing strategies in promoting CL? This research study was conducted using a quality content analysis methodology through web surveys, case studies and research articles. The results of the study suggest that the brands which are successful in achieving the goal of connecting with their customers in a more personal manner will be better positioned to take advantage of improved brand loyalty and higher conversion rates. Marketing managers can use this study to target and retain customers to ensure CL, corporate reputation and market share. The implications are discussed along with opportunities for future research.

Suggested Citation

  • Mohammed Nadeem, 2015. "Customer Loyalty At Any Cost: Why Is Social Media Poorly Integrated With Marketing Strategy?," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 5(2), pages 78-96, February.
    • Handle: RePEc:hur:ijarbs:v:5:y:2015:i:2:p:78-96
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    References listed on IDEAS

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    1. Rebecca Walker Reczek & Kelly L. Haws & Christopher A. Summers, 2014. "Lucky Loyalty: The Effect of Consumer Effort on Predictions of Randomly Determined Marketing Outcomes," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(4), pages 1065-1077.
    2. Rebecca Walker Reczek & Kelly L. Haws & Christopher A. Summers, 2014. "Lucky Loyalty: The Effect of Consumer Effort on Predictions of Randomly Determined Marketing Outcomes," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(4), pages 1065-1077.
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    Cited by:

    1. Katarzyna Szczepanska-Woszczyna & Mohammed Nadeem, 2016. "Multi-level Approach to the ¡°Social Marketing¡± Context for Innovation: Impact on Organizational Relationships," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(2), pages 24-37, April.

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