Sumani, Srishti2024-08-282024-08-282022Sumani, Srishti . (2022). Social Media Marketing and Brand Awareness and its effect on online shopping customer loyalty [Master’s dissertation, University of the Witwatersrand, Johannesburg]. WireDSpace.https://hdl.handle.net/10539/40355A research report submitted in partial fulfillment of the requirements for the degree of Master of Management in Strategic Marketing to the Faculty of Commerce, Law and Management, Wits Business School, University of the Witwatersrand, Johannesburg, 2022The main research problem is examining the influence of Social Media Marketing and Brand Awareness and its effect on online shopping customer loyalty. Research Methodology: This research will use the method of deriving data and analysing the data through the Quantitative method of study. There are many research designs, however this study uses the cross-sectional research design method (Bryman, 2012). Surveys form a part of cross-sectional designs. This research will use the method of deriving data and analysing the data through the Quantitative method of study. This research uses a non – probability method of sampling. Cross sectional research design is a type of statistical technique where information is gathered through many cases at a time, to gather quantitative data and show a sense of alliance within the different case variables (Bryman, 2016g). There are many quantitative methods in relation to data analysis, however this study will use the Descriptive Statistics, Structural Equation Model (SEM) as well as the Confirmatory Factor Analysis (CFA) to study the responses and consolidate the conclusion (Bryman, 2012). Research Results: A detailed study was conducted to study the concept of customers, customer loyalty, customer satisfaction as well as customer relationship management strategies with reference to brand referrals. The survey was distributed to the customers of Sixty60. This survey was insightful because the questions outlined various questions that were in sync with the influence of social media. The survey determined that social media indeed has an influence on brand awareness; social media brand awareness through Facebook and Instagram leads to customer loyalty and whether this loyalty leads to brand referrals. The managerial and policy implications states that this research can be used by companies to understand Social Media Marketing and Brand Awareness and its effect on online shopping customer loyalty. The results can be used by companies in order to understand how they can use social media for their business as well as whether social media affects their business type. The theoretical implication of this theory is the fact that social media influences brand awareness and customer loyalty in the online shopping sector, thus the results are aligned with these implicationsen© 2022 University of the Witwatersrand, Johannesburg. All rights reserved. The copyright in this work vests in the University of the Witwatersrand, Johannesburg. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of University of the Witwatersrand, Johannesburg.Brand awarenessBrand equityBrand imageBrand knowledgeCustomersBustomer loyaltyCustomer satisfactionCustomer relationship managementE-commerceUCTDSDG-8: Decent work and economic growthDissertationUniversity of the Witwatersrand, Johannesburg