Evolving New Social Media Paradigms for Sustainable Consumer Retention: The Mediating Role of Trust, Attitude and Loyalty of Brand

Today marketing strategies influenced by social media. Social media empowers companies to inform, update, influence, and retain existing consumers easily and the other side social media share the feedback and reviews of customers. Social media marketing endows companies to generate perceived brand trust, brand loyalty and brand attitude among consumers to repurchase the companies' products and services. This research analyses the effect of social media marketing on Indian customers to repurchase branded products. Further, it explored the mediating effect of brand attitude, brand trust, and brand loyalty on consumer retention of brands (Branded products) among Indian consumers. Data was collected from 18 metropolitan cities of India through online questionnaire, for final analysis 521 responses was eligible after data cleaning. The study's results indicated that activities on social media marketing influenced Indian customer's repurchase intention of luxury products. Social media marketing professionals of companies required to keep updating the information of luxury products on social media for promoting and create awareness of luxury products. The information about high-quality, long-lasting, futuristic and the most important 'must have' attributes of sustainable luxury products can help in sustainable consumer retention or sustainable repurchase of luxury products. They also need to keep focusing and concentrate on social networking sites and other social media for feedback and reviews written by consumers. Social media marketing provides assistance to achieve brand loyalty, brand trust, and brand attitude. Finally, the implications and guidelines for the forthcoming research of this study are discussed in the final section.