The Impact of Social Media Marketing on Building Customer Loyalty to Brands in E-Store: A Field Study

Abstract

This study aimed to explore the impact of social media marketing strategies on building customer loyalty to brands in Saudi Arabia. Previous studies were analyzed as a theoretical framework, and data was collected from a sample of 265 participants from various regions in Saudi Arabia using an electronic questionnaire via Google Forms. The data was then analyzed using SPSS software to obtain accurate and reliable results. The results revealed that social media is an effective tool for enhancing customer loyalty, strengthening purchasing decisions, and building relationships with customers. The majority confirmed the direct impact of social media platforms and promotional campaigns on their loyalty to brands and their behavior as consumers. The study also highlighted the main advantages of marketing through these platforms, including reaching a wide audience, low cost, and improving customer experience. The study concluded that there is a statistically significant relationship between the impact of social media marketing and building customer loyalty to brands in e-commerce stores. This emphasizes the importance of investing in this field, developing engaging and interactive content, and creating sustainable strategies to maximize benefits. Recommendations were provided to enhance companies' marketing performance in line with modern market demands.