Brand Loyalty in the Age of Digital Marketing

Brand Loyalty in the Age of Digital Marketing

Rupesh Lande

Introduction:

Brand loyalty is a crucial marketing idea since it gives businesses a competitive advantage, helps them keep customers, and increases profitability. However, the old idea of brand loyalty has been considerably altered by the development of digital marketing. Fake data claims that 80% of consumers are likely to make another purchase from the same brand and that 70% of consumers feel devoted to a certain brand. In the digital age, where customers have access to a wealth of information and a wide range of options, the importance of brand loyalty has increased.

This study's goals are to investigate how digital marketing affects brand loyalty, pinpoint the elements that affect brand loyalty in the digital era, and offer insights into efficient digital marketing tactics for fostering and sustaining brand loyalty.

A mixed-methods strategy was employed in this study's research methodology to collect both quantitative and qualitative data. A sample of 500 people were given a survey questionnaire, and 20 people participated in semi-structured interviews. Convenience sampling was used to choose the sample, and descriptive and inferential statistical methods were used to analyse the data.