The Effect of Social Media Marketing on Customers’ Brand Loyalty

Nowadays, customers’ loyalty is a key to commercial success. Hence, this study aimed to investigate the effect of social media marketing on customers’ brand loyalty. In this regard, a conceptual framework which considered advertising campaign, providing relevant content, updating content, providing popular content among friends, and providing applicable programs as marketing indexes in social media is presented. This was an applicable research in terms of its purpose, and a descriptive-survey research in terms of its nature. Data were collected through library resources and field resources using questionnaire. Questionnaire validity and reliability were confirmed through face validity and Cronbach’s alpha coefficient, respectively. Statistical population consisted of Cloob Website users from which 196 people were considered using simple random sampling. The results of Pearson correlation test and regression test indicated a positive significant relationship between social media marketing and customers’ brand loyalty. Furthermore, it was confirmed that there was a positive significant relationship between the dimensions of social media marketing and brand loyalty. ANOVA test results indicated that educational degree and gender have a significant effect on respondents’ opinion about loyalty, while educational degree did not have any significant effect on respondents’ opinion about marketing independent variables. According to Friedman test results the mean score of popular content among friends and advertising campaign was more than the other factors, while the mean score of relevant content was less than the other factors.