Building and maintaining brand loyalty are one of global marketing 9th edition prentice hall pdf central themes of research for marketers for a very long time. Marketers have utilized various means to maintain the brand loyalty of their customers.
One of the recent means is the social media marketing. The aim of this study is to identify the effect of social media marketing on brand loyalty of the consumers, given that the concept is receiving increasing attention from marketing academia and practitioners. The scope of the study consists of customers who follow at least one brand on the social media in Turkey and the data were collected through the administration of a structured questionnaire with a sample of 338 people and tested via stepwise multiple regression analysis. Customers prefer to share music, technological-related, and funny contents on social media platforms.
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