Effect Of Social Media Marketing On Consumer Loyality In Selected Commercial Banks In Manmunai North Division Of Batticaloa

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