Role of Social Media Reviews in Capturing Brand Trust & Brand Loyalty: A Case of Burger Joints in Karachi

Purpose: The purpose of this research study is to gain an insight into the role played by Social Media Reviews in capturing Brand Trust and Brand Loyalty. The study has been conducted in the fast food industry (local burger joints) available in Karachi, Pakistan. This research study is quantitative in nature. Design/Methodology/Approach: This research study is quantitative in nature. It is an explanatory research under which deductive hypotheses testing has been used. The research instrument used is questionnaire and data has been analyzed through Correlation and Regression Analysis, using SPSS software Findings: The findings of this research study suggest that there is a significant and positive relationship between Social Media Reviews (independent variable) and Brand Trust and Brand Loyalty (dependent variables).  The findings also suggest that if consumers are more inclined towards the online reviews given by other consumers, their trust and loyalty towards the specific brand in question will tend to increase. Implications/Originality/Value: This research paper adds to the existing body of knowledge on the role of Social Media Reviews given by the consumers on different social media platforms. This research paper will add value by deciphering and explaining the relationship that exists between social media reviews and brand relationship outcomes like Brand Trust and Brand Loyalty