The mediation role of customer relationship quality of social media marketing activities and brand loyalty. Evidence from Palestine

Social media platforms add advantages to Palestinian businesses in a great way. This study established a model to present the idea of how social media marketing activities (SMMA) impact brand loyalty (BL) in the existence of customer relationship quality (CRQ). Especially in telecommunication companies' brands, it also studied generation as a moderator between social media marketing activities and customer relationship quality. The study adopted a SEM program and obtained data from all Palestinian university students who are telecommunications clients. The results displayed that social media marketing activities positively influence customer relationship quality. Furthermore, social media marketing activities had a positive influence on brand loyalty. In addition, Generation moderates between social media marketing activities, customer relationship quality, and brand loyalty. The findings indicated that customer relationship quality (CRQ) significantly affects brand loyalty (BL). Moreover, the variable customer relationship quality partially mediates between social media marketing activities and brand loyalty. The study put contribution to the academic literature by observing how social media marketing activities (SMMA) endorse customer relationship quality (CRQ) and brand loyalty (BL) in the service sector and a developing country.