Resumen de Factors Influencing of Social Media on Consumer Perception and Purchase Intention Towards Brand Loyalty: A Conceptual Paper

Vasanthakumar Kumaradeepan, S. M. Ferdous Azam, Jacquline Tham

• Purpose: The objective of this study was to investigate the factors of Social Media on Consumer Perception and Purchase Intention towards Brand Loyalty.

                                                  Theoretical framework: A recent trend of Social media has affected customers in various way. This was a conceptual paper to explore that there is relationship of consumer perception and purchase intention as mediating variable towards brand loyally. A comprehensive literature survey was carried out to evaluate various factors relating to Social media and its effectiveness to Brand Loyalty mediating effect with consumer perception and purchase intention.

    Method:  There were 102 research papers were analysis critically to find out the connection of factors of social media on consumer perception and purchase intention towards brand loyalty   Results and Conclusion:  entertainment, interaction, trust, e-word of mouth and online engagement as important factors influence mostly towards brand loyalty.

    Search implications:  The study has made contribution to the marketing and promotion and offered useful research gap for their further research on the field.

    Originality/value: There was a positive effect of Trust, interaction, e-word of mouth, trendiness, entertainment and online customer engagement as factors of Social media marketing influence on Brand Loyalty mediating with consumer perception and purchase intention.