Social media marketing activities and brand loyalty: A conceptual and theoretical review

The aim of this conceptual paper is to present an overview of the concept of social media marketing activities (SMMA) and its relationship with brand loyalty. This study addresses this gap and provides a contribution through an analysis of conceptual researches. Therefore, this paper begins first by presenting the origin of social media and the development of social media theoriesand behavioral theories over time. Second, it illustrates a literature review of social media marketing activities. Third, this paper will present an overview about brand loyalty and its different levels. The purpose of this study is to provide a comprehensive and systematic overview of the research on the relationship between social media marketing activities and brand loyalty.