Leveraging Social Media Marketing for Customer Loyalty: A Stimulus–Organism–Response Model in a Developing Country Service Ecosystem

The exponential growth of social media platforms generates massive volumes of user-generated data that service enterprises can leverage to understand and predict customer behavior. However, relatively few studies have examined how social media shapes affective and behavioral outcomes of service customers, particularly in developing countries like Morocco. Drawing on the cognitive Stimulus–Organism–Response (S-O-R) approach, this study explores how SMM activities influence customers’ satisfaction, engagement, and trust, and how these factors, in turn, affect brand loyalty. Based on the PLS-SEM approach, the findings confirm the positive influence of SMM on customer satisfaction, which in turn drives customer loyalty. These results offer actionable implications for leveraging social media data analytics to build sustainable customer relationships in emerging service ecosystems.