IDEAS home Printed from https://ideas.repec.org/a/ibn/ijbmjn/v11y2016i4p228.html
   My bibliography  Save this article

Exploring the Use of Online Marketing Strategies and Digital Media to Improve the Brand Loyalty and Customer Retention

Author

Listed:
  • Mohammed Nuseir

Abstract

As a marketing tool, internet and digital media is a significant strategic weapon which goes beyond borders and targets the specific audience in accordance to the consumer needs. It is not dependent on the location, area or region and free of all the temporal restrictions. This study focused on identifying the impact of the online internet and digital media marketing strategies in creating the brand loyalty and retaining the existing and new customers. This research was to explore the depth of internet and figure out the possible outcomes and benefits of using internet and digital media as a marketing tool. The study opted a primary quantitative method and conducted a survey of 200 consumers and results affirmed that internet is useful marketing tool which helps and assist the companies to target specific and their targeted audience to promote their brand or product and also retain their new and existing consumers. The study has finally revealed that internet marketing and digital media marketing facilitates the companies and brands to increase their popularity and make loyal customers. o-ascii-theme-font-major-bidi;mso-fareast-font-family-宋体;mso-hansi-theme-font- major-bidi;mso-ansi-language-EN-US;mso-fareast-language-ZH-CN;mso-bidi-language- AR-SA;mso-bidi-font-style-italic'> Job satisfaction has been conceptualized with the expectations of an employee. The survey was conducted by using closed-end structured questionnaires from the employees working in telecommunication and banking sectors in Pakistan. A total of 224 questionnaires were received. Correlation and ANOVA were used to determine the relationship between the variables. The outcome indicates that there is a significant positive relationship between the realistic information provided to the employees at the time of recruitment and job satisfaction.

Suggested Citation

  • Mohammed Nuseir, 2016. "Exploring the Use of Online Marketing Strategies and Digital Media to Improve the Brand Loyalty and Customer Retention," International Journal of Business and Management, Canadian Center of Science and Education, vol. 11(4), pages 228-228, March.
    • Handle: RePEc:ibn:ijbmjn:v:11:y:2016:i:4:p:228
    as

    Download full text from publisher

    File URL: http://www.ccsenet.org/journal/index.php/ijbm/article/download/56168/31085
    Download Restriction: no
    File URL: http://www.ccsenet.org/journal/index.php/ijbm/article/view/56168
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Tanuja Singh & Joe Cullinane, 2010. "Social networks and marketing: potential and pitfalls," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 3(3), pages 202-220.
    2. Chai Lee Goi, 2009. "Perception of internet users and marketers on internet marketing activities: Malaysia perspective," International Journal of Business Forecasting and Marketing Intelligence, Inderscience Enterprises Ltd, vol. 1(2), pages 181-199.
    3. Vasja Roblek, 2015. "Impact of internet and social media on organisational change of OTC medicines marketing management," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 6(3), pages 239-258.
    4. Mohammad Doostar & Mohammad Hossein Mohammadi, 2014. "Studying and prioritising the effective elements of internet advertising on e-marketing," International Journal of Services and Operations Management, Inderscience Enterprises Ltd, vol. 18(1), pages 57-73.
    5. Dawes, John & Meyer-Waarden, Lars & Driesener, Carl, 2015. "Has brand loyalty declined? A longitudinal analysis of repeat purchase behavior in the UK and the USA," Journal of Business Research, Elsevier, vol. 68(2), pages 425-432.
    6. Jun Yu, 2006. "The evolution of Chinese consumers on the internet and its implications for marketing," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 1(1), pages 30-47.
    7. Ching-Yaw Chen, 2006. "The comparison of structure differences between internet marketing and traditional marketing," International Journal of Management and Enterprise Development, Inderscience Enterprises Ltd, vol. 3(4), pages 397-417.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Melović, Boban & Jocović, Mijat & Dabić, Marina & Vulić, Tamara Backović & Dudic, Branislav, 2020. "The impact of digital transformation and digital marketing on the brand promotion, positioning and electronic business in Montenegro," Technology in Society, Elsevier, vol. 63(C).
    2. Sajad Rezaei & Wan Khairuzzaman Wan Ismail, 2014. "Examining online channel selection behaviour among social media shoppers: a PLS analysis," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 6(1), pages 28-51.
    3. Gauthier Casteran & Polymeros Chrysochou & Lars Meyer-Waarden, 2019. "Brand loyalty evolution and the impact of category characteristics," Marketing Letters, Springer, vol. 30(1), pages 57-73, March.
    4. Roblek, Vasja & Meško Maja, 2015. "Designing Mobile Application for the Over the Counter Drug Marketing," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2015), Kotor, Montengero, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Kotor, Montengero, 10-11 September 2015, pages 213-219, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    5. Trinh, Giang & Dawes, John, 2020. "A comparison of brand loyalty between on the go and take-home consumption purchases," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    6. Kivilcim Dogerlioglu Demir & Ozge Turut & Ezgi Akpinar Uysal, 2018. "Honesty Only Gets You So Far! The Effect of Two-sided Content on Re-purchase Intentions," Bogazici Journal, Review of Social, Economic and Administrative Studies, Bogazici University, Department of Economics, vol. 32(1), pages 37-53.
    7. Koll, Oliver & Plank, Andreas, 2022. "Do shoppers choose the same brand on the next trip when facing the same context? An empirical investigation in FMCG retailing," Journal of Retailing, Elsevier, vol. 98(4), pages 576-592.
    8. Trinh, Giang & Khan, Huda & Lockshin, Larry, 2020. "Purchasing behaviour of ethnicities: Are they different?," International Business Review, Elsevier, vol. 29(4).
    9. Ozdemir, Sena & Zhang, ShiJie & Gupta, Suraksha & Bebek, Gaye, 2020. "The effects of trust and peer influence on corporate brand—Consumer relationships and consumer loyalty," Journal of Business Research, Elsevier, vol. 117(C), pages 791-805.
    10. Quach, Sara & Hewege, Chandana & Le, Viet, 2019. "Expression and transformation of loyalty in a contractual service setting: A processual view," Australasian marketing journal, Elsevier, vol. 27(2), pages 66-77.
    11. Zhibiao Wang & Panpan Yang & Dan Li, 2021. "The Influence of Heritage Tourism Destination Reputation on Tourist Consumption Behavior: A Case Study of World Cultural Heritage Shaolin Temple," SAGE Open, , vol. 11(3), pages 21582440211, July.
    12. Muhammad Tahir Jan & Johan de Jager & Naheed Sultan, 2020. "The Impact of Social Media Activity, Interactivity, and Content on Customer Satisfaction: A Study of Fashion Products," Eurasian Journal of Business and Management, Eurasian Publications, vol. 8(4), pages 336-347.
    13. Sayibu Ibrahim Nnindini & Justice Boateng Dankwah, 2022. "Consumer Loyalty and Brand Marketing Programs in an Emerging Economy: Evidence from the Automobile Industry," Information Management and Business Review, AMH International, vol. 13(4), pages 23-38.
    14. Nadeem, Waqar & Khani, Amir H. & Schultz, Carsten D. & Adam, Nawal Abdalla & Attar, Razaz Waheeb & Hajli, Nick, 2020. "How social presence drives commitment and loyalty with online brand communities? the role of social commerce trust," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    15. Trinh, Giang & Lam, Desmond, 2016. "Understanding the attendance at cultural venues and events with stochastic preference models," Journal of Business Research, Elsevier, vol. 69(9), pages 3538-3544.
    16. Shen, Bin & Choi, Tsan-Ming & Chow, Pui-Sze, 2017. "Brand loyalties in designer luxury and fast fashion co-branding alliances," Journal of Business Research, Elsevier, vol. 81(C), pages 173-180.
    17. P. Baba Gnanakumar, 2020. "Reinforcement of Brands Inspired by Faith with the Paradox of Cultural Divergence in Indian FMCG Market," IIM Kozhikode Society & Management Review, , vol. 9(1), pages 96-107, January.
    18. H. Holly Wang & Na Hao & Qingjie Zhou & Michael E. Wetzstein & Yong Wang, 2019. "Is fresh food shopping sticky to retail channels and online platforms? Evidence and implications in the digital era," Agribusiness, John Wiley & Sons, Ltd., vol. 35(1), pages 6-19, January.
    19. Jana Majerova & Wlodzimierz Sroka & Anna Krizanova & Lubica Gajanova & George Lazaroiu & Margareta Nadanyiova, 2020. "Sustainable Brand Management of Alimentary Goods," Sustainability, MDPI, vol. 12(2), pages 1-18, January.
    20. Daly, Timothy M. & Nataraajan, Rajan, 2015. "Swapping bricks for clicks: Crowdsourcing longitudinal data on Amazon Turk," Journal of Business Research, Elsevier, vol. 68(12), pages 2603-2609.

    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ibn:ijbmjn:v:11:y:2016:i:4:p:228. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Canadian Center of Science and Education (email available below). General contact details of provider: https://edirc.repec.org/data/cepflch.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.