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Corporations are using Social Media (SM) to form meaningful and engaging customer relationships involving online transactions. . The aim of the research study is to examine how Customer Loyalty (CL) has come under an undeniable influence of SM. The main question examined by the research study is-why is SM poorly integrated with marketing strategies in promoting CL? This research study was conducted using a quality content analysis methodology through web surveys, case studies and researchdoi:10.2139/ssrn.2645884 fatcat:73s4edugcfhavbzzoqd5afuibi