Abstract:
Social media has become a modus operandi of the 21't century. niftaing on the
foundation of Web 2.0, social media applications have facilitated unprecedented
growth in human interaction in modern times. Communication through social media
has found influence on consumer decision making and marketing strategies. Also, the
advertising on social media page has built new consumers' behavionr. Consumer
Loyalty has evolved with the facilitation of the social media marketing, and gradually
replacing the traditional marketing strategies. The marketing strategy is built on social
media platforms where consumers are actively seeking information about a product or
setvice, and others experiences before committing to buy the product or service. The
sharing of the brands, product reviews, and users 'experiences are part of the attribute
of social media where information is transmitted and received over the internet. With
the effect of social media marketing, it has an impact to the consumer loyafty.
This research attempts to study the effect of social media marketing and consumer
loyalty. Sample of internet users and sample selected through convenience sampling
method, the researcher has selected 300 questionnaires were collected at the end of
the survey within Manmunai North Division of Batticaloa. Statistical Package for
Social Science (SPSS 22) was used to present, analyze and evaluate data.
This should be used to create a strong bond with organrzations. Banks need to ensure
that the information available is relevant so as to facilitate exchange with other online
users. The banks also need to ensure that the site is easy to navigate and download
content, as well as prompt feedback to the consumer. The banks need to continuously
utilize social media sites due to their timeliness, transparency and ease of access. The
firm also needs to utilize social media site to post effective information and use of
bank's social media has enabled respondents to create a social network so as to attract
more attention from other social media users. For Further Studies it was
recommended that there is a need to expound this study to other banks so as to be able
to generalize the findings
