The effect of social media marketing activities on brand loyalty: An application on e-commerce company

Nowadays, most of the brands prefer social media because they find the process of producing content and publishing campaigns on traditional media platforms to be challenging and costly. Therefore, businesses are paying more attention to social media marketing strategies than ever before. In addition, businesses have to pay special attention to brand loyalty in order to increase sales and profitability, because marketing and brand loyalty have a very close relationship in our time. In this research, the impact of social media marketing activities on brand loyalty is measured on an e-commerce company in Iran. In this study, quantitative research method was used to collect data and it was designed in the relational survey model. The relational model is a model in which the relationship between one or more variables is determined. In this study, the relationship between the levels of Social Media Marketing Activities and Brand Loyalty levels of the participants was examined.