Impact of Non-verbal Communication on Loyalty in a Social Media context: a Systematic Review

Abstract

This paper is based on a systematic review that has explored the impact of nonverbal communication on loyalty in a social media context. This structured literature review looks at an appropriate sample of papers was collected through a systemic search and a relevant sample of articles was analysed in order to identify the impact of non-verbal communication via social media on loyalty. Customers involve in non-verbal brand engagement, they associate themselves with a specific brand or product and any non -verbal communication including that brand is often guided by a purpose of self-presentation and social approval. In addition to that the detailed structured literature showed an evidence of engaging in verbal communication increases customer loyalty. In contrast, Social media have complicated matters further for the corporations as they offer a new array for nonverbal behaviours and communications and thus present a new challenge for the corporation as it seeks to enhance the effectiveness of their brand communication strategies. A conceptual framework is then suggested that may assist in understanding Non-verbal Communication via social media on Loyalty.