Impact of social media marketing on brand loyalty in Jordan

Abstract

The primary objective of this research was to investigate the influence of social media marketing on the transformation of consumer responses into brand loyalty, with a specific focus on fashion companies operating in the Jordanian market. Data collection was executed using self-administered questionnaires created using Google Forms, which were subsequently distributed to a sample comprising 900 consumers by email. A total of 639 responses were received, with 27 responses deemed invalid for analysis due to incomplete or inaccurate information. Consequently, the final dataset for analysis comprised 612 responses that met the requisite criteria. Structural Equation Modeling (SEM) was employed. The findings of this analysis revealed that social media marketing had a discernible impact on brand loyalty. Notably, the dimension with the highest observed impact was e-word of mouth. In light of the outcomes of this study, it is recommended that website designers consider developing informative brochures highlighting the characteristics and advantages of social media marketing. Additionally, efforts should be made to persuade consumers of the benefits offered by these platforms in terms of shopping convenience, reduced time and effort investment, and cost-effectiveness.