Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Department of Business Administration

Includes bibliography (sheets 42-48)

ABSTRACT Many studies have investigated the social media marketing efforts and how they influence consumer loyalty and repurchase intentions. Many organisations and businesses are beginning to see the vital role play of social media marketing efforts and taking advantage of the venture. This is because of the high involvement on social media on daily base by consumers. The study was conducted using quantitative research approach, a structured questionnaire was used, with items that were adopted from previous studies. Questionnaires were administered randomly. To determine the sample size, it was calculated usin the survey system sample size calculator; data was collected from telecommunication industry consumers in the city of Mutare in Zimbabwe. While data anaylsis was carried out using the Social Science Statistical Program (SPSS). The study revealed that social media marketing efforts has positive relationships with consumer loyalty and repurchase intentions. The study also shows that through the use of social media marketing efforts, marketers can take advantage of these platforms to influence consumer loyalty and repurchase intentions. The study concludes by showing how social media marketing efforts influence consumer loyalty and repurchase intentions.