<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2594-0163</journal-id>
<journal-title><![CDATA[Mercados y negocios]]></journal-title>
<abbrev-journal-title><![CDATA[Merc. negocios]]></abbrev-journal-title>
<issn>2594-0163</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Guadalajara, Centro Universitario de Ciencias Económico Administrativas]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2594-01632025000100033</article-id>
<article-id pub-id-type="doi">10.32870/myn.vi54.7770</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Empirical Study of Social Media Marketing's Impact on Brand Image and Loyalty in Retail, Muscat]]></article-title>
<article-title xml:lang="es"><![CDATA[Estudio empírico del impacto del marketing en redes sociales en la imagen de marca y la fidelidad en el minorista, Mascate]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Rais Oman]]></surname>
<given-names><![CDATA[Mohd Irfan]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,College of Management and Technology  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Oman</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>04</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>04</month>
<year>2025</year>
</pub-date>
<volume>26</volume>
<numero>54</numero>
<fpage>33</fpage>
<lpage>56</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2594-01632025000100033&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2594-01632025000100033&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2594-01632025000100033&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT This study aims to explore SMM's influence on brand image and loyalty in the retail industry of Muscat. The study employs the quantitative method as it ensures valid and reliable results. The data for the analysis were collected from 150 employees in the retail sector through structured survey questionnaires. The data is analyzed using the SPSS tool through statistical approaches such as ANOVA, Correlation, and Regression. The findings of this research will illuminate the significance of SMM and identify factors that encourage SMM in the retail sector. The outcomes provide valuable insights into SMM initiatives that aid in increasing Muscat's brand reputation and image in the retail industry. This study's implications will benefit retail organizations in attaining a competitive advantage in the market.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN Este estudio tiene como objetivo explorar SMM sobre la imagen de marca y la lealtad en la industria minorista de Mascate. El estudio emplea el método cuantitativo ya que garantiza resultados válidos y confiables. Los datos para el análisis se recopilaron de 150 empleados del sector minorista a través de cuestionarios de encuesta estructurados. Los datos se analizan utilizando la herramienta SPSS mediante enfoques estadísticos como ANOVA, Correlación y Regresión. Los hallazgos de esta investigación iluminarán la importancia del SMM e identificarán los factores que fomentan el SMM en el sector minorista. Los resultados proporcionan información valiosa sobre las iniciativas SMM que ayudan a aumentar la reputación y la imagen de la marca en la industria minorista de Muscat. Las implicaciones de este estudio serán beneficiosas para que las organizaciones minoristas obtengan una ventaja competitiva en el mercado.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Social Media Marketing]]></kwd>
<kwd lng="en"><![CDATA[Digital Marketing]]></kwd>
<kwd lng="en"><![CDATA[Online Marketing]]></kwd>
<kwd lng="en"><![CDATA[Brand loyalty]]></kwd>
<kwd lng="en"><![CDATA[Brand Image]]></kwd>
<kwd lng="en"><![CDATA[Retail industry]]></kwd>
<kwd lng="en"><![CDATA[Muscat]]></kwd>
<kwd lng="en"><![CDATA[M31]]></kwd>
<kwd lng="en"><![CDATA[L81]]></kwd>
<kwd lng="es"><![CDATA[Marketing social]]></kwd>
<kwd lng="es"><![CDATA[marketing digital]]></kwd>
<kwd lng="es"><![CDATA[marketing online]]></kwd>
<kwd lng="es"><![CDATA[fidelización de marca]]></kwd>
<kwd lng="es"><![CDATA[imagen de marca]]></kwd>
<kwd lng="es"><![CDATA[industria minorista, Mascate]]></kwd>
<kwd lng="es"><![CDATA[M31]]></kwd>
<kwd lng="es"><![CDATA[L81]]></kwd>
</kwd-group>
</article-meta>
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