An Analysis of Social Networking Sites in Developing Electronic Word of Mouth and Brand Loyalty

The purpose of this article was to examine the role of social networking sites in fostering electronic word-of-mouth and enhancing brand loyalty in Pakistan. The study initially aimed for a sample size of 384 but received 370 completed questionnaires. After eliminating 15 responses due to aberrant findings, 355 questionnaire answers were analyzed, resulting in a response rate of 92.44 percent. Data were gathered by using an electronic survey questionnaire and analyzed with SPSS to test the proposed model for normality, reliability, frequency tables, standard deviation, mean, and correlation. The findings indicated that social networking sites, along with social networking site rewards and self-image, significantly boosted brand loyalty by facilitating electronic word of mouth and brand commitment. This research provides valuable insights into the effectiveness of social networking sites in strengthening customer loyalty through enhanced online engagement and communication. These findings are particularly significant for marketers and businesses aiming to leverage social media platforms to build stronger, more loyal customer bases.