The Impact Of Social Media Marketing, Customer Engagement, And Electronic Word -Of- Mouth On Brand Loyalty Related To Dairy Products Brands

Abstract

Based on the stimulus-organism-response (SOR) model, the study aims to investigate the effect of social media marketing (SMM) on brand loyalty (BL) through the mediation of customer engagement (CE) and electronic word-of mouth (e-WOM) on dairy products brands in Palestine.

The study Using quantitative method, purposive sampling technique, a structured questionnaire was used to collect data from a sample of (173) consumers. Subsequently, the data was analyzed with partial least squares structural equation modeling (PLS-SEM) analysis.

The key findings of the study are Social Media Marketing (SMM) indirectly enhances Brand Loyalty (BL) through Customer Engagement (CE) and e-WOM. CE is a key mediator that both strengthens e-WOM and directly builds loyalty. Thus, firms should focus on engaging customers through social media to amplify positive e-WOM and increase long-term brand loyalty

The sample is restricted to customers who use social media in Ramallah city/Palestine. There are managerial implications that practitioners can leverage from them based on the study findings; to use social media to engage consumers, to develop marketing strategies, and to strengthen brand loyalty.