Abstract
This paper discusses relationship marketing in the age of social media, with a focus on smartphone manufacturers. This study puts forth an empirically tested model to assess methods for smartphone manufacturers to motivate individuals to make use of their social media pages, through which they can drive brand loyalty. This paper shows the importance of factors such as brand community, anticipated benefits, and perceived usefulness on whether individuals have the intention to use social media pages. This study gathered data from millennials through a Likert scale questionnaire, of which 512 questionnaires were deemed viable. The information gathered from the analysis of the data can aid marketers, especially those in the smartphone industry to better approach their social media marketing to attract and retain individuals. This has shown to lead to higher loyalty rates, which acts as a differentiating factor in an increasingly homogenous sector.