The Effect of Social Media Marketing on Brand Loyalty

The aim of this study was to identify a model of the effect of social media marketing on brand loyalty. The population consisted of all customers of sport products in Semnan province and 391 subjects were studied as the sample. The demographic and social media marketing (Mehrabi et al., 2014) questionnaires were used to collect the data after their validity and reliability were determined. Findings of Structural Equation Modeling indicated that advertising campaign, relevant content, updating content, popular content among friends, and g applicable programs had a direct effect on social media marketing. Also, the section of total effect indicated that the social media marketing had a positive and direct effect (β=0.86) on brand loyalty. The endogenous variable, R-squared, indicated that %73 of variance in brand loyalty can be predicted by exogenous variables. Finally, the model showed a good fit to the data.