Majid Esmaeilpour

Background: One of the important variables in the field of marketing that plays a very valuable role in creating long-term benefits for a company or organization is loyalty. Loyal customers do not require the company's advertising efforts. Brand loyalty is the ultimate goal for companies that have their own products and brands. By understanding the factors influencing consumer loyalty to a brand, strategies can be developed that increase individuals' loyalty and provide products more effectively and efficiently in line with consumers' needs and wants. Given the importance of this topic, today, marketers can use social media as an efficient strategy to create a positive brand image and brand love in consumers, thereby increasing loyalty to their brand. Aim: The objective of this research is to conduct a comprehensive and integrated examination of brand loyalty, considering brand image and brand love as mediating variables between brand loyalty and social media marketing, in order to provide effective strategies for creating loyalty among consumers towards brands advertised through social media.. Methodology: The present study is an applied research in terms of its objective and a descriptive-survey research in terms of data collection, with a correlational approach. The statistical population of this research consists of followers and consumers of the Cinere brand products on the social media platform Instagram. The sample size was estimated to be 384 individuals, and a non-probability convenience sampling method was used. To increase the accuracy of the sampling, the questionnaire was completed by 427 followers and consumers of the Cinere brand products on Instagram. The data collection tool in this research is a questionnaire. The validity of the questionnaire was confirmed through content validity and construct validity, and its reliability was confirmed through Cronbach's alpha coefficient. For data analysis, the structural equation modeling method was employed u