GENERATING E-LOYALTY STRATEGIES ON FACEBOOK AND INSTAGRAM THROUGH META SUCCESS STORIES: A MODEL EVALUATION FROM OLIVER’S LOYALTY FRAMEWORK

Authors : Zeynep Kınalı S.m.abedalkader

Pages : 335-357

View : 30 | Download : 55

Publication Date : 2025-09-28

Article Type : Research Paper

Abstract :The purpose of this thesis is to examine how algorithm-aware marketing strategies might promote brand loyalty on Meta platforms, particularly Facebook and Instagram. The study builds a conceptual framework that incorporates personalising, digital user experience (UX), and emotional engagement as important mediating components. It is based on Richard Oliver\\\'s (1999) four-stage loyalty model, which consists of cognitive, affective, conative, and behavioural stages. A number of platform-based case studies, such as campaigns from Back Market, Showmax, Samsung Netherlands, and Gloria Skincare, support the suggested framework. All of these instances offer empirical evidence that content strategies that complement Meta\\\'s algorithmic framework—like product tagging, catalogue-based advertisements, retargeting, and reels—can gradually initiate every phase of the loyalty process. According to the research, e-commerce companies can enhance short-term conversion rates by matching their innovative formats and delivery strategies with platform-specific engagement signalsBy combining classical brand loyalty models with performance-based digital practices, this study advances the theory of digital marketing and provides a hybrid framework that is both managerially and conceptually solid in the current algorithmic marketing landscape.
Keywords : Marka Sadakati, Dijital Pazarlama, Meta Platformları, Kişiselleştirme, Algoritma Tabanlı Stratejiler

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