The Influence of Social Marketing Drives on Brand Loyalty via the Customer Satisfaction as a Mediating Factor in Travel and Tourism Offices

Abstract

This study analyzed the impact of various aspects of social media marketing (beneficial promotions, relevant content, popular content, and presence on multiple platforms) on brand loyalty through the mediating factor of customer satisfaction in travel and tourism offices in Jordan. The study’s sample consisted of 350 followers of at least one travel and tourism office on social media, with a response rate of 86% obtained via a self-administered questionnaire. The results supported the significance of social media marketing drives on brand loyalty, with customer satisfaction playing a crucial mediating role. All the factors that engage customers in social media marketing (i.e., beneficial promotions, relevant content, popular content, and presence on multiple platforms) were found to have a simultaneous impact on brand loyalty. This study is the first of its kind in the Jordanian business setting to examine the effect of social media marketing on brand loyalty through customer satisfaction. Most prior research in this field has been conducted in Western countries.

Brand Love: Mediating Effect of the Relationship Between Social Media Marketing, Brand Loyalty and Brand Equity iPhone Brand Smartphone in Ambon City

“…The use of social media marketing will have more of an impact on brand loyalty and brand equity, however, some Previous research related to brand loyalty provides different results (research gap). Research from (Al-Dmour et al, 2023), shows that social media marketing is one of the factors driving the formation of brand loyalty. However, in contrast to these results, (Daya et al, 2022) emphasized that social media marketing has not been proven to have a direct impact on brand loyalty.…”