The influence of social media marketing on customer loyalty towards clothing stores

Abstract

Social Media has considerably affected to every person as well as every organization that no one cannot simply ignore. It has been a runaway success all over the world in every industry, including the Apparel, Fashion Retailers therefore it considers as an essential marketing tool. In the Sri Lankan context, the use of Social Media has not reached an agreeable phase even though Apparel, Fashion is one of the largest industries in the country and with the widespread of internet and customers having increased access to the internet, there is an opportunity for the Apparel Fashion Retailers to create and keep up strong relationship with customers where loyalty emerges. In this context, the purpose of this study is to explain how the social media marketing influence on customer loyalty towards clothing stores. The information is useful to the Sri Lankan Apparel, Fashion retailers to adjust the current social media marketing practices.