Factors Affecting Customer Loyalty of Consumers Shopping on Social Media Platforms

The relentless progress in information and communication technology has resulted in substantial alterations in individuals' consumer behavior. Originally intended for fostering personal connections, the utilization of social media has recently experienced a substantial transformation as businesses incorporate it into their e-commerce strategies. Social media platforms have become an integral part of the everyday routines of the ordinary consumer demographic, serving as a crucial tool for online purchase. The rise of e-commerce has sparked intense rivalry among firms, compelling them to enhance client loyalty through the use of social media platforms. The expectations and objectives of customers who participate in online purchase through these channels fundamentally differ from those of traditional in-person shoppers. This study aims to analyze the determinants that impact consumer loyalty among white-collar professionals that engage in online transactions via social media platforms. The primary aim of this study is to examine the phenomena of online consumer loyalty. This study has a cohort of 364 individuals employed in professional or managerial positions. Following the formulation of the hypotheses, data was gathered via a questionnaire. The acquired data was analyzed using a multiple regression model to examine the three hypotheses. The results indicate that individuals' loyalty towards a corporation is positively influenced by their judgments of corporate social responsibility, website service quality, and public relations. Furthermore, research demonstrates a substantial correlation between the frequency of online purchases and the level of consumer loyalty. The final section of the paper is an analysis of the practical consequences that result from the aforementioned findings.