Abstract:
This study examines the influence of social media marketing on brand loyalty, focusing on six
critical factors: social media advertisements, word of mouth on social media, users’ trust in
social media, content quality, company interaction on social media platforms, and the role of
social media influencers. The target population included social media users and customers of
the Commercial Bank of Ethiopia. An explanatory research design grounded in positivist
philosophy was employed, utilizing a structured questionnaire based on a Likert scale.
Convenience sampling was used to collect data from 385 samples, which was analyzed
through descriptive and inferential statistical methods, including correlation and multiple
regression, using SPSS software version 23. The findings reveal that social media marketing
elements significantly shape brand loyalty. Social media advertisements and influencers were
particularly impactful, while word of mouth and trust on social media also contributed
positively. Content quality and company interaction, though moderate in their effects, were
identified as vital drivers of loyalty. The study recommends that businesses invest in creative
and targeted social media advertisements, strategically engage credible influencers, and
maintain active communication to build trust and enhance consumer loyalty. Furthermore,
high-quality and engaging content is essential to sustaining long-term brand loyalty.
