The influence of social media communities on brand loyalty: Case study of Morocco’s telephone operating companies

Kerkri Abdelmounaim
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Kerkri Abdelmounaim: Professor, School of Higher Studies in Engineering, Morocco

Applied Marketing Analytics: The Peer-Reviewed Journal, 2020, vol. 6, issue 2, 169-178

Abstract: The telecommunication industry in Morocco has witnessed substantial growth in the past decade, with three main brands dominating the market. This paper assesses the efficiency of these brands’ social media presence by modelling the relationship between social media, brand loyalty and brand trust. The study uses partial least squares path modelling to test six hypotheses. The results suggest that social media play a significant role in building brands in the Moroccan telecommunication sector.

Keywords: social media; brand loyalty; brand trust; PLS path modelling; telecommunication (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2020:v:6:i:2:p:169-178

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