The influence of social media communities on brand loyalty: Case study of Morocco’s telephone operating companies

Abstract

The telecommunication industry in Morocco has witnessed substantial growth in the past decade, with three main brands dominating the market. This paper assesses the efficiency of these brands’ social media presence by modelling the relationship between social media, brand loyalty and brand trust. The study uses partial least squares path modelling to test six hypotheses. The results suggest that social media play a significant role in building brands in the Moroccan telecommunication sector.