Test

Introduction

Currently, the marketing industry is facing different challenges and risks. The conventional channels and means of influencing and convincing the consumers, regarding the advantages of the products or services offered and marketed by the company, are losing efficiency and effectiveness. Nowadays, consumers are considering advertisements played on television and radio as an irritation and interruption between good music, discussions and their favourite programs. In addition brand building based on cable channels is perceived to lack the appeal and motivation, which could drive the consumers to customer loyalty. Cookie filters block much of Internet-based advertising and commercials and most direct mailings are being placed directly in the trash bin (ul-Haq, 1998).

Social Networking Sites (SNSs) are a very important part of Web 2.0. SNSs have become a powerful force in shaping public opinions on virtually every aspect of commerce. SNS imply word-of-mouth   marketing,   and   have   an   increasing   influence   on   customers’   purchase   decisions and in turn affects customer loyalty. According to Stern (2008), there are more than

875 social network sites in the world; however the exact number is not known. SNSs provide a means of communication as well a platform to exchange information. Marketing literature explains that the customer loyalty can be built from the value a customer perceives with a particular  brand.  This   ‘value’  is  developed  by  the  exchange  of  information, online or offline (Kotler   and   Keller,   2007).   Exchange   of   information   can   influence   customer’s   loyalty   by   influencing  the  customer’s  image  about  a  particular  brand.

Methodology

The aim of this research is to find the impact of social networking, in this case Facebook on brand loyalty especially on the young adult. The objectives of this chapter are to establish an appropriate research strategy for the given problem. The...