The Effect of Social Media Dimensions on E-Loyalty on Online Shopping: The Mediating Role of Brand Equity and E-Trust

The purpose of this study is to examine the mediating effect of Brand Equity and E-Trust on the relationship between Social Media Dimensions and E-Loyalty, targeting the online shoppers and online retail stores users in Jordan. A descriptive research conducted to meet the research objectives. Measurement items are adapted from existing scales found in the marketing literature. Quantitative method was used for data collection, and the research model was tested empirically using a sample of 332 respondents who had experiences with social media, online shopping and online retail stores. The data was analyzed using the Statistical Package for the Social Sciences (SPSS) and the Structure Equation Modeling AMOS 22.0. The study found that the online Retail stores can lead their online users to be loyal users by providing them with an entertaining content while they look for products through their social media pages and by delivering a clear and honest content through their social media pages. The results show that Brand Equity and E-Trust have a mediating effect on the relationship between social media dimensions and E-Loyalty.