BRAND LOVE, EWOM AND RELATIONSHIP MARKETING: AN EMPIRICAL STUDY

The main goal of this study is to analyze the impact of brand love in eWOM and relationship marketing using social media as an interaction tool. Due to the large competition in the nowadays market, business needs to bet on differentiation to influence the clients to choose their brand. Thus, the elaboration of this research was made a theoretical study of the existing literature about Relationship Marketing, Brand Love, eWOM and social media. The empirical study was made using MaduGYM as a case study through a quantitative approach. The research instrument used was a questionnaire that contained 33 questions with a Cronbach's alpha value of 0.925 the target audience were the customers of MaduGYM. Data were analyzed using the quantitative methodology of structural equations using Partial Least Squares. The results obtained by the research shows that in the perception of customers of the MaduGYM brand love can influence positively the eWOM and relationship marketing strategies using social media as an interaction tool.