Navigating brand loyalty: The role of trust and image building in understanding the effect of social media marketing on brand loyalty

Abstract

In the digital age, with the incessant development of technologies and increasingly sophisticated means of communication, the preferred choice by commercial players in terms of marketing is now based on the use of social media. Indeed, social media has evolved to become the central pillar of information dissemination. This technological advancement has introduced new communication mechanisms and tools that businesses can now rely on to interact and engage in discussions with their customers, whether current or potential.

The objective of the present study is to scrutinize, describe and explore the impact of social media marketing on brand trust, brand image, as well as their influence on consumer loyalty. To achieve this end, a qualitative approach was adopted, based on semi-structured interviews. This methodology allowed for a deeper exploration of the experiences, opinions and perspectives of seven seasoned experts in digital marketing, from seven different sectors of activity in Morocco.

The results of this study highlight the essential role played by social media marketing in building brand loyalty, which is now one of the main goals pursued by marketing professionals. The results also show that this brand loyalty arises from the trust established among consumers and effective management of the brand's image online.

Keywords: Social media marketing, loyalty, trust, branding.

JEL Classification : M3

Paper type: Empirical research.