The impact of social media marketing on brand loyalty

Ing. Nirmmal Thekkummalayil Kunjumon

Master's thesis

Abstract:

The aim of the master thesis is to investigate how positive and negative posts on social media platforms have an effect on a company's brand loyalty. The thesis will build on the example of Nestle Maggie India whose products were prohibited in India in 2015. After the ban, the social media platforms created a negative picture of the company, but on the other side, these same media later promoted the company's relaunch in a positive way. However, it is not clear, how the negative and later positive social media marketing (SMM) affected the brand's loyalty. The introductory part of the master thesis will describe the current situation and the problem. In the next part of the thesis, the literature review regarding SMM, branding and loyalty will be presented. Furthermore, the methodology will be explained. The practical part of the master thesis will consist of secondary and primary data. The master thesis will employ a quantitative method of data collection through structured questionnaires. Analysis of the data and results along with findings and contributions will be also presented in the practical part.

Keywords

Social media, Brand, Brand loyalty, Social media marketing, Nestle Maggie

Language used: English

Date on which the thesis was submitted / produced: 15. 5. 2024

Thesis defence

• Date of defence: 11. 6. 2024
• Supervisor: Ing. Lucie Reczková
• Reader: Ing. Kateřina Matušínská, Ph.D.

Silesian University in Opava

School of Business Administration in Karvina

Master programme / field:
Economics and Management / Business Economics and Management