ISTRAŽIVANJE UTICAJA MARKETINGA NA DRUŠTVENIM MREŽAMA NA LOJALNOST POTROŠAČA BRENDU U REPUBLICI SRBIJI
RESEARCH OF THE INFLUENCE OF SOCIAL MEDIA MARKETING ON CONSUMER BRAND LOYALTY IN REBUBLIC OF SERBIA

Summary/Abstract: Building and maintaining brand loyalty is one of the central research topics for marketing professionals. Marketing experts have used various means to maintain the loyalty of their customers to the brand. One of the newer tools is social media marketing. The goal of this study is to identify the impact of social media marketing that it has on brand loyalty in the Republic of Serbia, given that the concept is gaining attention in marketing circles. The sample consists of customers who follow at least one brand on social media in Serbia. The data has been collected through a structured questionnaire with a sample of 238 people that have been tested through multiple regression analysis. The results of the study showed that customer loyalty to the brand has a positive effect when the brand (1) offers useful campaigns, (2) offers relevant content, (3) offers popular content, (4) appears on various platforms and offers apps on social media. Testing was performed using statistical-econometric software SPSS. Customers prefer to share music, technology-related content, fun content, but also their own photos and views on social media platforms. At the very end of the paper, recommendations were given for further research in this area.

• Details
• Contents