The influence of social media on building customer loyalty

Аннотация

The science article follows the purpose to investigate how social media networking sites can impact on building customer loyalty for a proper company. There were indicated several foreign research works to analyze main approaches of providing products and services through the Internet. The study was conducted using qualitative and quantitative research methods, in general characterized as mixed method design. The quantitative method included a survey for the followers of the young home brand Tungguiq. The social poll suggested questions regarding to the dynamic of purchase habbits through following the social media page of company. Also respondents met questions about the role of social media platform in forming customer loyalty, trust and respect to the product. The article contains an indepth interview with the founder of young home brand Tungguiq. The results have showed that effectively organized social media campaign can reflect more consumers and build a loyalty audience. It was noticed people with large number of followers can attract own group, who found him trustworthy and make best recommendations.
Key words: social network, business, customer loyalty, online marketing, internet.