The Impact of Sosial Media Content Marketing on Customer Loyaly in E-Commerce Brands
Farid Iskenderov
Abstract. This study investigates the impact of social media marketing on customer loyalty. A few details included in the literature review have a significant impact on customer loyalty through brand awareness, brand awareness and perceived value of social media platforms. It shows that it has an effect. According to these measures, the social media market is not only a means of product promotion, but also a means of strategic communication that allows the establishment of emotional relationships between brands and consumers. Platforms such as Instagram, Facebook and YouTube increase customer appeal, strengthening brand reputation and repurchase intentions. In particular, the intensity of the visual content in the Instagram market has the strongest effect on customer loyalty, depending on its appeal level and influence power. The research conducted by Wang et al. (2024) on sports brands in China showed that brand indicators in the social media market contribute to brand loyalty through information and perceived value. It has a positive effect. Eynil, Verma, Dewangan and Agrawal (2025) emphasized that the social media market is a powerful channel to increase customer appeal, and that the elements of social reciprocal relevance and brand experience are detrimental to the process. Kamyabi and others (2025) argued that figure marketing strategies are an essential means to achieve sustained growth by increasing brand promotion and customer appeal.
Keywords: e-commerce, sosial media market, kontent market, customer loyalty, brand imici, brand prices