IDEAS home Printed from https://ideas.repec.org/a/aid/journl/v4y2021i2p76-87.html
   My bibliography  Save this article

The Impact of Social Networking on Customer Loyalty in an Emerging E-Market Context

Author

Listed:
  • Abbiha Waqar

    (Tokat GaziosmanpaÅŸa University, Turkey)

  • Nida Nabeel

    (Lahore School of Economics, Pakistan)

Abstract

The aim of this study was to understand the impact of social networking on customer loyalty from the customers’ perspective in an emerging e-market such as Pakistan, where social media penetration is still at an early stage, but is growing rapidly. The planned sample size is 100 respondents. The primary data were collected by distributing questionnaires among general public in Lahore, Pakistan from December 2016 to January 2017. The data collected were analysed using cross tabs in SPSS. The secondary data collected by analysing literature in the libraries, online journals, and published papers. Seventy four percent of the respondents agreed that website interface was of utmost importance, followed by sixty-seven percent saying that convenience of online shopping and the availability of product information are also of great importance. The findings suggest that social networking does influence the customer loyalty greatly.

Suggested Citation

  • Abbiha Waqar & Nida Nabeel, 2021. "The Impact of Social Networking on Customer Loyalty in an Emerging E-Market Context," Virtual Economics, The London Academy of Science and Business, vol. 4(2), pages 76-87, April.
    • Handle: RePEc:aid:journl:v:4:y:2021:i:2:p:76-87
    DOI: 10.34021/ve.2021.04.02(4)
    as

    Download full text from publisher

    File URL: https://virtual-economics.eu/index.php/VE/article/download/110/82
    Download Restriction: no
    File URL: https://libkey.io/10.34021/ve.2021.04.02(4)?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Doddahulugappa Goutam & Gopalakrishna B. V. & Shirshendu Ganguli, 2021. "Determinants of Customer Loyalty Dimensions: E-Commerce Context in Emerging Economy Perspective," Journal of Electronic Commerce in Organizations (JECO), IGI Global, vol. 19(1), pages 1-23, January.
    2. Shokouhyar, Sajjad & Shokoohyar, Sina & Safari, Sepehr, 2020. "Research on the influence of after-sales service quality factors on customer satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    3. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Caroline Ardelet & Bérangère Brial, 2011. "Influence des recommandations d'internautes: le role de la presence sociale et de l'expertise," Post-Print hal-01258971, HAL.
    2. Fan, Rui & Xu, Ke & Zhao, Jichang, 2018. "An agent-based model for emotion contagion and competition in online social media," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 495(C), pages 245-259.
    3. Nerantzidis, Michail & Tampakoudis, Ioannis & She, Chaoyuan, 2024. "Social media in accounting research: A review and future research agenda," Journal of International Accounting, Auditing and Taxation, Elsevier, vol. 54(C).
    4. Samir Muhazzab Amin & Khairunnisa Mohd Nizam & Siti Shazwani Ahmad Suhaimi & Nur Shuhamin Nazuri, 2024. "Analyzing the Influence of Excessive Digital Technologies Usage towards Emotional Intelligence Development of Undergraduate IPTA Students in Klang Valley, Selangor," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(8), pages 4541-4557, August.
    5. She, Chaoyuan & Michelon, Giovanna, 2019. "Managing stakeholder perceptions: Organized hypocrisy in CSR disclosures on Facebook," CRITICAL PERSPECTIVES ON ACCOUNTING, Elsevier, vol. 61(C), pages 54-76.
    6. T.H.A.S.H. Niranjala, 2020. "Factors Influencing Towards the Adoption of Social Media Marketing in SMEs (References to Small and Medium scale Enterprises in Anuradhapura, Sri Lanka)," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 4(6), pages 540-548, June.
    7. Nour El Houda Ben Amor & Mohamed Nabil Mzoughi, 2023. "Do Millennials’ Motives for Using Snapchat Influence the Effectiveness of Snap Ads?," SAGE Open, , vol. 13(3), pages 21582440231, July.
    8. Mihaela ABĂLĂESEI, 2014. "Electronic Word Of Mouth: How Much Do We Know?," Network Intelligence Studies, Romanian Foundation for Business Intelligence, Editorial Department, issue 4, pages 135-142, November.
    9. Majumdar, Adrija & Bose, Indranil, 2019. "Do tweets create value? A multi-period analysis of Twitter use and content of tweets for manufacturing firms," International Journal of Production Economics, Elsevier, vol. 216(C), pages 1-11.
    10. Schmidt, Christoph G. & Wuttke, David A. & Heese, H. Sebastian & Wagner, Stephan M., 2023. "Antecedents of public reactions to supply chain glitches," International Journal of Production Economics, Elsevier, vol. 259(C).
    11. Marta Götz & Małgorzata Bartosik-Purgat & Barbara Jankowska, 2018. "International Aspects and Challenges of Digital Transformation," Gospodarka Narodowa. The Polish Journal of Economics, Warsaw School of Economics, issue 1, pages 87-102.
    12. Ladhari, Riadh & Massa, Elodie & Skandrani, Hamida, 2020. "YouTube vloggers’ popularity and influence: The roles of homophily, emotional attachment, and expertise," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    13. Effing, Robin & Spil, Ton A.M., 2016. "The social strategy cone: Towards a framework for evaluating social media strategies," International Journal of Information Management, Elsevier, vol. 36(1), pages 1-8.
    14. Anna Makrides & Demetris Vrontis & Michael Christofi, 2020. "The Gold Rush of Digital Marketing: Assessing Prospects of Building Brand Awareness Overseas," Business Perspectives and Research, , vol. 8(1), pages 4-20, January.
    15. Mohammad Awad AlAfnan, 2024. "Social Media Personalities in Asia: Demographics, Platform Preferences, and Behavior Based Analysis," Studies in Media and Communication, Redfame publishing, vol. 12(3), pages 349-363, September.
    16. TANASE, George Cosmin, 2021. "Global Supply Crisis: Challenges & Ways to Overcom," Romanian Distribution Committee Magazine, Romanian Distribution Committee, vol. 12(4), pages 32-37, December.
    17. Zarnadze Giorgi, 2020. "Social interactions impact on product and service development," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 14(1), pages 324-332, July.
    18. Peters, Kay & Chen, Yubo & Kaplan, Andreas M. & Ognibeni, Björn & Pauwels, Koen, 2013. "Social Media Metrics — A Framework and Guidelines for Managing Social Media," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 281-298.
    19. Mahan, Joseph E. & Seo, Won Jae & Jordan, Jeremy S. & Funk, Daniel, 2015. "Exploring the impact of social networking sites on running involvement, running behavior, and social life satisfaction," Sport Management Review, Elsevier, vol. 18(2), pages 182-192.
    20. Seckin Doganer & Halil Erdem Akoglu, 2020. "The Effect of Sports Science Students’ Social Media Addictions on Redundant Purchasing Behavior," Asian Journal of Education and Training, Asian Online Journal Publishing Group, vol. 6(4), pages 616-626.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aid:journl:v:4:y:2021:i:2:p:76-87. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Aleksy Kwilinski (email available below). General contact details of provider: https://edirc.repec.org/data/akwilin.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.