The Impact of Social Media Marketing, Perceived Quality and Brand Awareness on Consumer’s Brand Loyalty in Pakistan

This research aimed to examine how social media marketing (SMM) affects brand loyalty of consumers of clothing brands. Furthermore, role of brand awareness and perceived quality as the mediators affecting the relationship between social media marketing and brand loyalty was also explored. Convenient sampling technique was used on a sample of 202 adults (men = 88, women = 114) who had shopped from a branded clothing store from three different shopping malls in Lahore, Pakistan. Their age range was 21 to 50 years with an income level of PKR75, 000 or above. Self-report measures included Consumers' Attitude towards SMM (Kim & Ko, 2012), Brand Loyalty (Lau & Lee, 1999), Brand Awareness (Yoo et al., 2000) and Perceived Quality (Yoo & Donthu, 2001). SMM was found to be positively linked to brand loyalty. Moreover, the positive association between social media marketing and brand loyalty was mediated by consumers' brand awareness and perceived quality. Present findings suggest that brand managers should be mindful of the advantages, values and benefits they provide to the consumers in their social media campaigns in order to increase consumer loyalty to their brand.