BUILD BRAND LOYALTY ONLINE


Author: Nikolay Vankov, PhD (University of National and World Economy, Sofia)

Keywords: digital marketing, brand loyalty, social networks

Social networks are an important part of the web. In recent years they have become a powerful engine of business, forming public opinion. Social networks impose "mouth-to-mouth" marketing and have a huge impact on the decision to purchase by the consumer. Social networks offer users instant communication and a new way of communicating, as well as an online platform for sharing valuable information. Brand loyalty can be built by the value seen in the purchase of a particular brand. This "value" is acquired gradually through the exchange of information online or offline. This constant flow of information has a significant influence on consumer loyalty to the brand. The advent of social networks to everyday people's life changing consumer behavior and driving companies to look for new ways to implement their marketing strategies. The article traces the relationship between customer loyalty, and increase its maintenance through social networks. Loyalty is seen as attachment of consumers to a particular brand and why they (consumers) to make future re-purchase. 

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