• Ishank Anchal

How Online Marketing & Brand Loyalty are Related?

As the social media marketing is gaining more attention and momentum in recent times due to being the more effective and less expensive way of reaching customers, a better understating of the online customers is now at the forefront of marketers.

While considering online marketing, the most active users of online media nowadays are the young generations or mostly the students. The present article is based on identifying factors of the online marketing that influence the brand loyalty of university students in India.

Building and maintaining brand loyalty are one of the central themes of research for marketers for a very long time. Brand loyalty can be conceptualized as the final dimension of consumer brand resonance symbolizing the consumer’s relationship with a brand (Keller, 2008).

As brands gain exclusive, positive, and prominent meaning in the minds of a large number of consumers, they become irresistible and irreplaceable, and win the loyalty of the consumers.

Brand loyalty, in return, brings sales revenues, market share, profitability to the firms, and help them grow or at least maintain themselves in the marketplace (Keller, 2008; Aaker, 1991, Kapferer, 1997).

Marketers have utilized various means to maintain the brand loyalty of their customers, including brand elements, classical marketing mix variables, and new methods of marketing such as events, sponsorships, one-to-one marketing activities, Internet marketing and social media marketing (Keller, 2008; Kotler and Keller, 2007).

Dr. S. Sivasankaran (2017) in his study mentions that every marketer must understand the psychology of youth segment, so that they can be successful in the competitive market. Digital marketing poses many threat and challenges to the marketer in the competitive market.

Changing buying behavior encourage marketers to understand the young audience in a holistic way so that they can create relevant marketing strategies for customer acquisition and so that market can move on from the mere customer oriented marketing approach to Technological Customer Oriented Marketing approach in the near future.


Dr. S. Yuvraj, R. Indumathi (2018) in their study found out that digital marketing play a major role in building a brand in current scenario of information exchange. Customers respond better towards digital media than the traditional media like printout, TV etc.

Changing buying behavior makes the marketers to understand the customers in a better way to devise suitable marketing strategies for customer acquisition & retention, so the market can move from traditional marketing approach to digital marketing approach.


Yi Zhang (2015) states that traditional brand management pattern based on customer perception now has incorporated emotional branding into it. In the unprecedentedly competitive marketplace, brand emotion is the bond between the brand and the customer, and the key to expanding the market. With the proliferation of brands in the market, consumers make their purchase decisions largely depending on the brand image rather than the product itself.