Strategic Influence of Social Media Marketing on Customer Loyalty and Brand Trust: An Empirical Analysis

Ioannis Mouratidis (), Vaggelis Saprikis () and Ioannis Antoniadis ()
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Ioannis Mouratidis: University of Western Macedonia
Vaggelis Saprikis: University of Western Macedonia
Ioannis Antoniadis: University of Western Macedonia

A chapter in Strategic Innovative Marketing and Tourism, 2025, pp 571-578 from Springer

Abstract: Abstract Social media marketing has emerged as a pivotal tool for businesses, allowing them to engage with customers in innovative ways and build lasting relationships. Previous research has consistently shown that social media marketing has a beneficial impact on consumer brand loyalty, however, there is a lack of clarity regarding the specific factors that drive this influence. To address this gap, the aim of this research is to examine the positive influence of social media marketing on customer loyalty and brand trust. More specifically this study investigates the underlying factors that contribute to this positive influence, exploring the complex interrelations between social media marketing, customer loyalty, and brand trust. A questionnaire was developed, based on assumptions derived from prior studies. The collected data of a convenient sample of 180 respondents were analyzed using the factor analysis method to identify the key variables at play. Implications for social media marketing strategies that will enhance customer loyalty are discussed.

Keywords: Social media marketing; Customer loyalty; Brand trust (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-81962-9_62

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DOI: 10.1007/978-3-031-81962-9_62

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