Customer Loyalty At Any Cost: Why Is Social Media Poorly Integrated With Marketing Strategy?

Corporations are using Social Media (SM) to form meaningful and engaging customer relationships involving online transactions. . The aim of the research study is to examine how Customer Loyalty (CL) has come under an undeniable influence of SM. The main question examined by the research study is— why is SM poorly integrated with marketing strategies in promoting CL? This research study was conducted using a quality content analysis methodology through web surveys, case studies and research articles. The results of the study suggest that the brands which are successful in achieving the goal of connecting with their customers in a more personal manner will be better positioned to take advantage of improved brand loyalty and higher conversion rates. Marketing managers can use this study to target and retain customers to ensure CL, corporate reputation and market share. The implications are discussed along with opportunities for future research.