| Abstract [eng] |
In the age of technology, social networks have become a vital marketing channel across various business sectors. Companies increasingly rely on these platforms to reach target audiences and promote their products and services. As market competition grows, enhancing consumer loyalty becomes more important than ever. One of the methods to foster loyalty is sales promotion through social media. This research examines the impact of sales promotion on consumer loyalty within social networks. The topic remains underexplored in academic literature. The central research question is: how does sales promotion on social media platforms affect consumer loyalty? The aim of the study is to analyze this impact in depth. Key objectives include the analysis of theoretical aspects of sales promotion and consumer loyalty, a review of previous research, development of a conceptual model, and its empirical testing. The findings reveal that in the telecommunications sector, sales promotion tools such as discounts and coupons engage consumers differently. While respondents tend to share positive experiences and recommend the brand on Facebook, their behavioral loyalty and emotional connection to the brand remain relatively weak. High service quality and strong relationships with loyal customers are the most significant factors in building loyalty. Based on correlation and regression analysis, the research confirms that the type of sales promotion and characteristics of social media influence both consumer behavior and attitudinal loyalty. The results validate the proposed model for practical application. |
