Journal of Research in International Business and Management

Ataollah Taleghani

Ted Rogers School of Management, Toronto Metropolitan University, Toronto, Canada

Publications

• Research Article   
  The Effect of New Social Media Performance on the Evolution of Brand Loyalty Approach in the Digital Age
  Author(s): Mohammad Taleghani* and 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. Thr.. View More»
  

  Abstract PDF