The Impact ofSocial Media Personalization onRamakBrand Loyalty and Perceived Quality

Social media has become one of the largest environments for human interaction, and more than 577of people around the world check their social media pages at least once a day. Consequently, as social media use becomes increasingly common, firms seek to reach and interact with current and potential customers through social media platforms. One thing of particular growing interest for marketers is using personalized advertisements based on customers’ specific personal preferences, prior purchase histories,demographics, and recent searches on the Internet. Despite these benefits, little is known about the effects of personalization in the social media context.The aim of this study was to investigate the effect of social media personalization on increasing brand loyalty and quality. The statistical population of this study includes 477consumers of Ramak dairy brand in Shiraz who use social media. This research is descriptive-survey in terms of data collection. Also data were collected using questionnaire. Data analysis has been conducted in two parts including descriptive and inferential statistics. Moreover, hypothesis testing was done using structural equation modeling. Results suggest perceived personalization positively impacts consumer brand engagement and brand attachment, both enhance perceived quality and brand loyalty of brands advertised on social media.