The impact of social media marketing on building brand loyalty through customer engagement in Jordan

Sulieman Ibraheem Shelash Al-Hawary and Khaled Jamal Al-Fassed

International Journal of Business Innovation and Research, 2022, vol. 28, issue 3, 365-387

Abstract: The following study was conducted to determine the impact of social media marketing on building brand loyalty through customer engagement in Jordan. The current trend of using social media has revealed insights about customer trends and brands use them to engage with them and create different strategies. This study aims to discover whether or not customers' engagement mediates the impact of social media marketing on brand loyalty in Jordan. This study population consists of college students in Jordan. A sample of 214 respondents was once obtained; the survey for statistical analysis was 208. Structural equation modelling (SEM) was used as an inferential statistical analysis technique to test the hypotheses of the research. With R value of 0.686, it indicates that there is statistically strong relation between social media marketing and brand loyalty. The results of the study showed that social media marketing dimensions affect brand loyalty. Also, it was noticed that there was an impact of social media marketing on building brand loyalty through customer engagement. Based on the obtained results, the authors recommend managers and decision-makers to exert effort in using social media's word-of-mouth to be able to reap additional benefits.

Keywords: social media marketing; brand loyalty; customers engagement; university; Jordan. (search for similar items in EconPapers)
Date: 2022
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