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January 1, 2025International Journal of Business ExcellenceOpen Access

Brand Loyalty Influenced by Social Media. Evidence from Women-Led SMEs in Sri Lanka

V. Kumaradeepan Azam Ferdous Jacquline Tham Abdol Ali Khatibi

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Key Points

This research investigates how social media influences brand loyalty among women-led small and medium-sized enterprises (SMEs).
Analyzed customer engagement metrics on various social media platforms.
Conducted surveys with women-led SMEs to assess brand loyalty.
Evaluated the impact of social media campaigns on customer retention.
Demonstrated a positive correlation between social media engagement and brand loyalty.
Indicated that women-led SMEs experience higher customer loyalty when active on social media.
Shown that targeted social media marketing strategies can enhance customer relationships.

Implication

Findings reveal that social media shapes brand loyalty in women-led SMEs, suggesting key marketing strategies.

Discussion

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Cite This Study

Kumaradeepan et al. (2025) studied this question.

synapsesocial.com/papers/69a67ec3f353c071a6f0a3b3 https://doi.org/10.1504/ijbex.2025.10076697

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