The role of digital marketing through social media platforms in enhancing client loyalty among brand clients at Laghouat

Abstract

This study aimed to analyze the role of digital marketing through social media platforms in enhancing client loyalty among brand clients in Laghouat. To achieve the study objectives, a questionnaire was designed to collect data of the study sample. The population consisted of 60 brand clients of Laghouat, from which a sample of 41 clients was selected. The descriptive-analytical approach was used, whereby we addressed the most important concepts and foundations of digital marketing and client loyalty, then moved on to data analysis. In order to draw conclusions, the structural equation modeling method was used with Smart-pls 4 and SPSS 23 software. The study concluded that digital marketing through social media platforms plays a role in enhancing client loyalty among brand clients in Laghouat Province. Furthermore, the study found no significant differences in client loyalty based on gender, age, or preferred product or service category.