Factors Influencing of Social Media on Consumer Perception and Purchase Intention Towards Brand Loyalty: A Conceptual Paper

Purpose: The objective of this study was to investigate the factors Social Media on Consumer Perception and Purchase Intention towards Brand Loyalty. Theoretical framework: A recent trend media has affected customers in various way. This a conceptual paper explore that there is relationship consumer perception purchase intention as mediating variable brand loyally. comprehensive literature survey carried out evaluate relating its effectiveness Loyalty effect with intention. Method: There were 102 research papers analysis critically find connection social loyalty Results Conclusion: entertainment, interaction, trust, e-word mouth online engagement important influence mostly loyalty. Search implications: made contribution marketing promotion offered useful gap for their further field. Originality/value: positive Trust, mouth, trendiness, entertainment customer