FROM SCROLLERS TO SUPERFANS: HOW CUSTOMER SATISFACTION FUELS BRAND LOYALTY ON INSTAGRAM

Abstract

This study highlights the relationship of Instagram marketing activities and brand loyalty, with the moderating effect of customer satisfaction. The online shopping platform’s success is associated with the loyalty and satisfaction of its consumers. Using Instagram as a marketing platform can strengthen customer loyalty and, in turn, influence consumer buying behavior in today’s modern era. The impact of Instagram marketing activities and brand loyalty with the moderator effect of customer satisfaction is accentuated in this study using SPSS and AIMOS software. This study is conducted on the basis of 4 hypotheses which are designed according to the relationship between different variables included in the research. The questionnaire is designed keeping in mind the dependent variable brand loyalty and independent variable; Instagram marketing activities with customer satisfaction as a moderator. Clothing brands consumer buying behavior has been selected as the target population with 300 sample size has been kept 300. The researchers have conducted many researches using social media marketing activities and brand loyalty but no one has ever conducted any research using Instagram marketing activities as variables with customer satisfaction as a moderator. The previous researches have worked on different products but clothing brand has been left untouched and unexplored. This is a research gap and in order to fill this research gap, this study has delved into highlighting the relationship between these variables so that it can pave the way for the future researchers and add to the existing legacy of research.

Keywords: Instagram marketing activities, brand loyalty, customer satisfaction, clothing brands.