THE EMPIRICAL STUDY ON THE IMPACT OF SOCIAL MEDIA MARKETING ON BRAND LOYALTY: CASE STUDY OF RELIANCE JIO INFOCOMM LIMITED (WITH REFERENCE TO SILCHAR REGION)

Abstract

Social Media Marketing is growing at a full pace overcoming other forms of marketing. In today's competitive environment it has become an important tool of marketing as it has capacity to reach large population. All companies want brand loyal customers and social media has helped marketers to influence brand loyalty. The aim of this study is to know about the impact of Social Media Marketing on brand loyalty with orientation towards Reliance Jio Infocomm in Silchar metropolitan region of Cachar district. It also aims to determine the relationship between Jio’s social media marketing factors as well as customers brand loyalty.