Catalysts of Customer Loyalty: Analyzing the Interplay Between Social Media Marketing, Perceived Service Quality, Satisfaction, and Brand Value in the Fashion Industry of Bangladesh

Kamarun Muhsina; Tanjila Afroz Mou

doi:10.36948/ijfmr.2023.v05i04.5674

Catalysts of Customer Loyalty: Analyzing the Interplay Between Social Media Marketing, Perceived Service Quality, Satisfaction, and Brand Value in the Fashion Industry of Bangladesh

Author(s)	Kamarun Muhsina, Tanjila Afroz Mou
Country	Bangladesh
Abstract	The utilization of social media as a promotional strategy is cutting-edge and highly effective. Advertising goods and services using social media helps cut down on travel time and costs. These days, consumers put a lot of stock on visual cues. Today's consumers place a great deal of faith in online promotions and purchases thanks in large part to the transparency provided by social media marketing. Marketing strategies that utilize social media platforms like Facebook, Twitter, LinkedIn, Instagram, YouTube, etc. are referred to as "social media marketing." Various businesses might benefit from using social media marketing to boost consumer loyalty. Social media marketing is especially important in the clothes and fashion industries because shoppers place a higher value on online promotion and feedback. Improve customer loyalty and confidence in a clothing brand by using authentic and trustworthy social media marketing or promotional tools and content. This study, entitled "Impact of Social Media Marketing on Customer Loyalty of Clothing Brands: A study on the Perspective of Bangladeshi Clothing Brands," was conducted with data collected from the Bangladeshi apparel market. The online questionnaire survey procedure of data collection helps to acquire the data efficiently as it is not easy to collect data directly from the employees of different firms.
Keywords	Social media, marketing, technology, loyalty, brand
Field	Sociology > Tourism / Transport
Published In	Volume 5, Issue 4, July-August 2023
Published On	2023-08-27
Cite This	Catalysts of Customer Loyalty: Analyzing the Interplay Between Social Media Marketing, Perceived Service Quality, Satisfaction, and Brand Value in the Fashion Industry of Bangladesh - Kamarun Muhsina, Tanjila Afroz Mou - IJFMR Volume 5, Issue 4, July-August 2023. DOI 10.36948/ijfmr.2023.v05i04.5674
DOI	https://doi.org/10.36948/ijfmr.2023.v05i04.5674
Short DOI	https://doi.org/gsnrkd

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Catalysts of Customer Loyalty: Analyzing the Interplay Between Social Media Marketing, Perceived Service Quality, Satisfaction, and Brand Value in the Fashion Industry of Bangladesh

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