Author(s): Maria Hamdan
This study aimed to explore the relationship between social media branding activities and brand loyalty based on the perspectives of Saudi telecommunication company customers. To investigate this relationship, this study surveyed 108 online customers in March 2019, and one-way ANOVA was used to explore the relationship between demographic information and preferred activities. The study used a five-source model and uses and gratifications theory to determine this relationship. The study concluded that most of the activities contribute to loyalty. Furthermore, functional and emotional branding activities are the most important ones among other activities. This study suggests that the three companies need to find ways to encourage customers to engage in their communities.