(Effect of e-Loyalty on Perceived Social Media Marketing Activities on e-Commerce Sites)

Abstract

Purpose – Increasing digitalization has led to changes in customers' shopping habits, resulting in the shift of shopping to e-shopping and increasing use of e-commerce sites. Social media, where customers are interacting with other customers and sharing information while shopping on e-commerce sites, have become a widely adopted platform for e-commerce. The fact that social media marketing, especially in e-commerce, is widely acknowledged in the business field is important for this work. The purpose of this study is to measure the e-loyalty effect of social media marketing that customers using e-commerce sites are perceiving. Design/methodology/approach – The survey of 345 online customers using e-commerce sites, survey questionnaire; Yadav and Rahman (2017) and Al-Hawari, (2014) scales were used for analysis the SPSS program and the structural equation modeling were done with the LISREL program. Finding – According to the research results, social media marketing perceived by customers who shopped from e-commerce sites affected e-loyalty positively and when customers were purchasing products from e-commerce sites, other customers came to the comments and suggestions they made in social media. Discussion – The management of the importance given in the social media market in the future and the sales-commerce sector will focus on the art of this share more than the other.