The role of social selling in customer loyalty: case of the traders of the Wilaya of Batna

الملخص EN

With the digitalization of the world, organizations are opting for new information and communication technologies to communicate with what surrounds their sector of activity.

social selling is one of these new techniques that allow any organization to keep in touch with its target.

this new form of communication consists of using digital social networks to sell, it is also a way of building customer loyalty.

during the present study, we dealt with the role of social selling in customer loyalty among Batna merchants in order to measure the impact of digital social networks on consumer purchasing behavior.

through an online questionnaire, we have reached the results that confirm that social selling actually influences customer loyalty.