Sportmärken och sociala medier : Att analysera sambandet mellan lojalitet, köpbeteende och kommunikation

Sammanfattning

This bachelor’s thesis analyzes how the relationships between interaction, electronic word of mouth(eWOM), and satisfaction on social media relate to consumer loyalty within the sportswear industry,focusing on the brands Nike and Adidas. The study applies a quantitative research method based on asurvey conducted among students at Södertörn University. In the empirical analysis, consumer loyaltyis operationalized as purchase frequency, reflecting the behavioral dimension of loyalty. The resultsfrom the multiple regression analysis indicate that interaction, eWOM, and satisfaction displaypositive coefficients; however, these relationships are not statistically significant when age andincome are included as control variables. In contrast, income shows a clear and statistically significantassociation with purchase frequency. Overall, the findings suggest that actual purchasing behavior inthe studied sample is more strongly associated with economic conditions than with engagement onsocial media. The study contributes to a more nuanced understanding of consumer loyalty byhighlighting the importance of context, sample characteristics, and how loyalty is operationalized inempirical research.