Journal of Research in International Business and Management

The Effect of New Social Media Performance on the Evolution of Brand Loyalty Approach in the Digital Age

Abstract

Mohammad Taleghani, Ataollah Taleghani

This article examines the evolution of brand loyalty in the context of social media's pervasive influence on consumer behavior and marketing practices. Traditionally, brand loyalty has been characterized by consumers' consistent preference for a particular brand. However, the emergence of social media platforms has transformed the marketing landscape, offering brands unprecedented opportunities to engage with their audience, foster relationships, and cultivate loyalty. With billions of users actively participating on platforms like Facebook, Instagram, Twitter, and LinkedIn, social media has become a powerful tool for brands to connect with consumers. This paper highlights the significance of understanding the evolving nature of brand loyalty in the age of social media. It emphasizes the need for marketers to adapt their strategies to leverage this new terrain effectively. Through a review of relevant literature and theoretical frameworks, the article explores the implications of social media on brand-consumer relationships. It offers practical recommendations for marketers aiming to capitalize on the opportunities presented by the digital landscape.

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