To examine the relationship between Millennials and social media regarding brand loyalty. To determine which factors are the drivers on social media to build brand loyalty among Millennials

Zuniga Rendon, Marisol (2018) To examine the relationship between Millennials and social media regarding brand loyalty. To determine which factors are the drivers on social media to build brand loyalty among Millennials. Masters thesis, Dublin, National College of Ireland.

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Abstract

This research was conducted in order to examine the relationship between Millennials and social media regarding brand loyalty. To determine which factors are the drivers on social media to build brand loyalty among Millennials. This research was done through aimed two objectives, the first objective was to determine what is the impact and the influence that social media has over Millennials, identifying whether this impact affect to build brand loyalty. The objective was addressed to understand the role of social media and the influence that social media has over Millennials and the impact on it, in terms of building brand loyalty. These points were addressed due to the different viewpoints on the literature. Moreover, the second objective was determining whether social media is a key driver that contribute to building brand loyalty among Millennials.

The research was carried out utilizing quantitative methods, a set of 121 questionnaires were placed them up online. The surveys were answered by Millennials. The sample of Millennials was 121, male and female took part in it.

The research findings showed that social media is not a key driver to build brand loyalty, millennials utilize social media as a vehicle that leads them to get in contact with the brand, but social media does not influence Millennials to be loyal to a brand. Moreover, it was confirmed that millennials are a multi-brand loyal consumer, who take into consideration, price, quality and consumer satisfaction rather than being influenced by social media, regarding building brand loyalty.

Besides, millennials considered that social media is robust and trustworthy because it is fed by other peers. This fact adds value to social media. Millennials trust on people not on brands

Item Type:	Thesis (Masters)
Subjects:	H Social Sciences > HF Commerce > Marketing > Branding H Social Sciences > HF Commerce > Marketing > Consumer Behaviour Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Online social networks T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Online social networks
Divisions:	School of Business > Master of Science in Marketing
Depositing User:	Caoimhe Ní Mhaicín
Date Deposited:	02 Nov 2018 11:13
Last Modified:	02 Nov 2018 11:13
URI:	https://norma.ncirl.ie/id/eprint/3407

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