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    The role of social media activities for customers brand loyalty
    (Altınbaş Üniversitesi, Lisansüstü Eğitim Enstitüsü, 2021) Haroon, Rasheeda; Gulshan, Bella
    The objective of extant research study was to explore the effect of social media activities (interactivity, benefits & rewards) on customer brand loyalty. This study proposed three research hypotheses. In order to examine these hypotheses, we chose consumers (i.e. university students in Turkey) as the population of this study who actively follow specific fashion brands. We approached these students through peer and personal contacts. The extant study has used quantitative research design and ran a survey to collect data through structured close ended questionnaires by applying convenience sampling method (a type of non-probability sampling). This study used responses of 268 respondents. Due to time and budgetary constraints, the data were collected in cross-sectional manners. The obtained data have been analyzed by Statistical Package for Social Sciences (SPSS). The results of the analysis confirmed that social media activities (interactivity, benefits & rewards) have positive and significant impact on customer brand loyalty. The findings of the analysis have been discussed comprehensively. This study also draws the conclusion of the results. We also provide the implications of the study e.g. this study enables service sector or social media managers to better evaluate customer brand loyalty via social media platforms. This study also have some limitations e.g. data were collected from limited sample that is obviously not representative of whole population, which warrants that in future data should be collected from more respondents to get the true representation for proposed relationships.