The role of social relationship marketing in building the loyalty of users of electronic selling platforms

Document Type : Original Article

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Lecturer at the Faculty of Media and Communication Technology, Misr University of Science and Technology

Abstract

E-selling platforms face multiple challenges in the field of social marketing, as there is a rapid change in consumer preferences on the Internet, as they tend to interact with brands and companies that provide innovative and personal shopping experiences. Therefore, the platforms are working to develop sustainable strategies to create content that communicates effectively with customers. , and enriches their relationships with the brand, which requires a deep understanding of customer needs through correct data analysis, and the use of smart technologies to achieve success for social relationship marketing strategies in the world of e-commerce.
Hence, the problem of the study crystallizes in the following main question:
What role does social relationship marketing play in building the loyalty of users of e-selling platforms?

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