The Mediating Role of Customer Trust in the Relationship between Social Media Marketing Activities and Brand Loyalty on the Instagram Platform (By application on the Egyptian Local Fashion Brands)

The objective if this research is to investigate the relationship between social media marketing activities (Sharing, Interaction, Trendiness, and Customization) and Brand loyalty on the Instagram platform, viewing the mediating role of Consumer trust.Self-administered questionnaire was used to collect data.It was distributed to a random sample of 384 individuals.The primary data collected was processed by SPSS 23.0 and AMOS 23.0.The research findings revealed that there is a positive relationship among all the research variables.This research provides a new point of view of how can the social media marketing activities affects Brand loyalty highlighting the role of consumer trust.