How social media impacts on customer loyalty ?

Hello I have research about social media and customer loyalty for finding out what are factors that affect customer loyalty?and how ?
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Social media allows businesses and customers to have one on one communication that is cheap, effective and engaging. A single tweet or post or picrture for example is powerful in many ways; it can talk of a business launch, it can provide feedback, it can offer an apology, it can make a claim, it can make a customer smile or it can make a customer furious. Few words can make or break your business (that is the power of social media).
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Social media offers the unique benefit of being able to connect with your business' customers on a personal level - it acts as a hotline between each one of your customers. And given the amount of people using social media platforms every day, failing to capitalize on the opportunity to build customer loyalty is a massive opportunity wasted.
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