The Influence of Social Marketing Drives on Brand Loyalty via the Customer Satisfaction as a Mediating Factor in Travel and Tourism Offices
| Autor: | Rand Al-Dmour, Ola H. Alkhatib, Hani Al-Dmour, Eatedal Basheer Amin |
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| Jazyk: | angličtina |
| Rok vydání: | 2023 |
| Předmět: | |
| Zdroj: | SAGE Open, Vol 13 (2023) |
| Druh dokumentu: | article |
| ISSN: | 2158-2440 21582440 |
| DOI: | 10.1177/21582440231181433 |
| Popis: | 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. |
| Databáze: | Directory of Open Access Journals |
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