The Impact of Social Networking on Customer Loyalty in an Emerging E-Market Context




customer loyalty, e-commerce, social networking, online shopping


The aim of this study was to understand the impact of social networking on customer loyalty from the customers’ perspective in an emerging e-market such as Pakistan, where social media penetration is still at an early stage, but is growing rapidly. The planned sample size is 100 respondents. The primary data were collected by distributing questionnaires among general public in Lahore, Pakistan from December 2016 to January 2017. The data collected were analysed using cross tabs in SPSS. The secondary data collected by analysing literature in the libraries, online journals, and published papers. Seventy four percent of the respondents agreed that website interface was of utmost importance, followed by sixty-seven percent saying that convenience of online shopping and the availability of product information are also of great importance. The findings suggest that social networking does influence the customer loyalty greatly.


Download data is not yet available.


Ahmad, J. (2015). The Encouraging Future of E-Commerce in Pakistan. Karachi, Pakistan: The Express Tribune.

Al-Abdallah, G., Khaira, N., & Elmarakby, R. (2021). The Impact of Social Networking Sites on Luxury Vehicles Purchase Decision Process in Gulf Cooperation Council Countries. Journal of International Consumer Marketing.

Ameen, Y. (2017). Aboard the Democracy Train. Retrieved from

Anderson, R. E., & Srinivasan, S. S. (2003). E-Satisfaction and E-Loyalty: A Contingency Framework. Psychology & Marketing, 20(2), 123-138.

Bennett, R. S.-T. (2002). A Comparison of Attitudinal Loyalty Measurement Approaches. Brande Management, 9, 193-209.

Berger, M. (1998). It’s Your Move: Internet and Databases. Sales and Marketing Management, 150, 44-49.

Bruhn, M., Schnebelen, S., & Schäfer, D. (2014). Antecedents and Consequences of the Quality of E-Customer-to-Customer Interactions in B2B Brand Communities. Industrial Marketing Management, 43(1), 164-176.

Castañeda, J. A. (2017). Relationship between Customer Satisfaction and Loyalty. Journal of Business and Psychology, 26(3), 371-383.

Chang, H., & Chen, S. (2009). The Impact of Customer Interface Quality, Satisfaction and Switching Costs on E-Loyalty Internet Experience as a Moderator. Computers in Human Behavior, 24(6), 2927–2944.

Ghani, N. A., Hamid, S., Hashem, I. A., & Ahmed, E. (2019). Social media big data analytics: A survey. Computers in Human Behavior, 417-428.

Goutam, D. G. B., & Ganguli, S. (2021). Determinants of Customer Loyalty Dimensions: E-Commerce Context in Emerging Economy Perspective. Journal of Electronic Commerce in Organizations, 1-23.

Hallowell, R. (1996). The Relationships of Customer, Satisfaction, Customer Loyalty, and Profitability: An Empirical Study. International Journal of Service Industry Management, 7, 27-42.

Hamzah, A. A., & Shamsudin, M. F. (2020). Why Customer Satisfaction is Important to Business? Journal of Undergraduate Social Science and Technology, 1(1), 1-14. Retrieved from

Internet World Stat. (2017, July 10). Retrieved from

Erdogmus, I.E., & Cicek, M. (2012). The Impact of Social Media Marketing on Brand Loyalty. Procedia - Social and Behavioral Sciences, 58, 1353-1360.

Jackson, N. (2011, May). Info Graphic: Using social Media to Build Brand Loyalty. Retrieved from

Julian, L. (2012). Using Social Media to Increase Consumer Loyalty to a Brand. San Luis Obispo: California Polytechnic State University.

Kapfere, J. (1997). Stategic Brand Managemnt: Creating and Sustaining Brand Equity Lomg Term. UK: Kogan Page.

Kaplan, A. M. (2010). Users of the World, Unite! The Challenges and Opportunities of Social Media. Business Horizons, 53, 59–68.

Keller, K. (2008). Startegic Brand Management: Building, Measuring and Managing Brand Equity. New Jersey: Pearson Prentice Hall.

Kotler, P. K. (2007). A Framework for Marketing Management. Third Edition. New Jersey: Pearson Prentice Hall.

Mahmood, A., & Ahmad, W. (2017). Export Performance of Pakistan: Role of Structural Factors. Pakistan: State Bank of Pakistan.

Manfred Bruhn, S. S. (2014). Antecedents and consequences of the quality of e-customer-to-customer interactions in B2B brand communities. Industrial Marketing Management, 43(1), 164-176.

Närvänen, E., Kuusela, H., Paavola, H., & Sirola, N. (2020). A meaning-based framework for customer loyalty. International Journal of Retail & Distribution Management, 48(8), 825-843.

Nyambane, E. N. (2013). Determinents of Mackahoo's Country Manufacturing Sector Competititveness and Applicability of Porter's Diamond Model. Nairobi: School of Business, University of Nairobi.

Olanrewaju, A.-S. T., Hossain, M. A., Whiteside, N., & Mercieca, P. (2020). Social media and entrepreneurship research: A literature review. International Journal of Information Management, 50, 90-110.

Pop, R.-A., Săplăcana, Z., Dabija, D.-C., & Alta, M.-A. (2021). The impact of social media influencers on travel decisions: the role of trust in consumer decision journey. Current Issues in Tourism, 1-17.

Mithas, S., Ramasubbu, N., Krishnan, M.S., & Fornell, C. (2006). Designing Web Sites for Customer Loyalty across Business Domains: A Multilevel Analysis. Journal of Management Information Systems, 23(3), 97-127.

Ribbink, D., van Riel, A.C.R., Liljander, V., & Streukens, S. (2004). Comfort your online customer: quality, trust and loyalty on the internet. Managing Service Quality: An International Journal, 14(6), 446-456.

Safko, L. (2009). The Social Media Bible. New Jersey: John Wiley & Sons, Inc.

Shokouhyar, S., Shokoohyar, S., & Safari, S. (2020). Research on the influence of after-sales service quality factors on customer satisfaction. Journal of Retailing and Consumer Services, 56, 102139.

Schaffer, E. (2000). Better way for Web Design. Information Week, 784, 194.

Senders, A. Govers, R., & Neuts, B. (2013). Social Media Affecting Tour Operators' Customer Loyalty. Journal of Travel & Tourism Marketing, 30(1-2), 41-57.

Srinivasan, S.S., Anderson, R., & Ponnavolu, K. (2002). Customer Loyalty in E-commerce: an Exploration of its antecendents and cosequences. Journal of Retailing, 78(1), 41-50.

Tajvidi, R., & Karami, A. (2021). The effect of social media on firm performance. Computers in Human Behavior, 115, 105174.

WITS. (2018). Economy of Pakistan. Washington D.C, United States of America: World Bank.

Wolfinbarger, M. & Gilly, M.C. (2003). eTailQ: dimensionalizing, measuring and predicting etail quality. Journal of Retailing, 79(3), 183–198.




How to Cite

Waqar, A., & Nabeel, N. (2021). The Impact of Social Networking on Customer Loyalty in an Emerging E-Market Context. Virtual Economics, 4(2), 76–87.