Review of Literature

Experts have suggested that the implementation of loyalty programs encourage customers to keep coming back. In writing about the effectiveness of loyalty programs, Stephanie Howie, marketing director at TalkRoute, a blog helping more than 100k entrepreneurs to start, run, and grow their businesses, states, “Customers notice when you go the extra mile for them & include them… a loyalty program that they can sign up for is a great way to keep customers,” (Howie, 2021, pg.1). Howie claims that loyalty programs create a sense of belonging within the business and allow the customer to feel valued. Grace Miller, author for Annex Cloud, an online company that aids in the formation and improvement of loyalty programs, agrees with Howie when she states, “Based on research, 50% of customers say they would change their behavior to attain a higher tier of the customer loyalty program and 76% of customers believe that loyalty program strengthens their relationship with brands,” (Miller, 2020, pg.1). Miller’s findings highlight the competitive and rewarding nature of loyalty programs. Customers will spend more money and increase their attendance to a business, just to reach certain rewards or status. Notably these two authors both positively connect loyalty programs and the frequency of returning customers through rewards incentives and personal sense of connection to the business. 

Experts have suggested that the use of videos in social media is the most effective marketing technique when it comes to business social media accounts. In writing about exactly how video improves social media marketing, Jennifer Schiff, C.E.O. of Schiff & Schiff Communications, a marketing firm focused on helping organizations better interact with their customers, employees and partners, states, “Video is a great tool for demonstrating how to use your product or service--and can often convey more information quicker than a photo or a written description” (Schiff, 2013, pg.1). Schiff claims that videos provide the required info in a more effective and appealing way that will remain longer in the viewer’s mind. Monica Carvalho, a social media manager at Zipstarr, a popular video editing & collaboration app, agrees with Schiff regarding the effectiveness of videos in social media marketing. Carvalho states, “According to our research, video generates 1200% more shares than both images and text, users spend 88% more time on a website that has video, and a user’s positive experience with a video ad increases their purchase probabilities by 97%” (Carvalho, 2018, pg.1). Carvalho’s research highlights the positive correlation between videos and customer engagement and experiences. Notably these two authors both positively connect videos in social media marketing improvement in customer satisfaction through effective visuals, increased activity, and purchasing probabilities.