Impact of social media advertisements on ultra-product brand loyalty marketing situation with reference to Chitwan and Nawalpur districts

Abstract

This study investigation the effectiveness of social media advertising on brand loyalty for Ultra brand products in the Chitwan and Nawalpur districts of Nepal. This study considers within the current marketing situation. The social media has become a useful tool. Its effectiveness is well known in building brand loyalty for durable goods within semi-urban Nepalese markets. The main objective was to examine the effects of SMA on consumer brand loyalty. The specific aims to determine the effects of SMA elements (content, platform, frequency) on purchase behavior and to assess the level of association between consumers' engagement. Ultra's ads and their loyalty towards the brand. A quantitative research design was applied for the data were gathered through a self-administered questionnaire from 165 Ultra product consumers. The simple purposive selected by using sampling. SPSS software was used to analyze the collected data through descriptive and inferential statistics. The results showed that the presence of Ultra's SMA is significant, as 89.7% of the respondents reported having viewed advertisements mainly on Facebook and Tiktok. Theses emerged from this analysis that there was a significant positive influence 50.3% of the consumers reported that SMA influences their purchase decisions "to a great extent". The direct purchase 42.4% of them confirmed due to an ad, thus supporting the hypotheses that the elements of SMA and consumer engagement are major drivers for brand loyalty in this particular context