From followers to advocates: Does social media marketing boost brand advocacy in Jordanian insurance companies?

Type of the article: Research ArticleAbstractThe global trend towards digital transformation and the adoption of social media marketing as a primary channel for communicating with customers is increasing loyalty in the insurance sector. This study aims to examine the impact of social media marketing on brand reputation, loyalty, and advocacy in the Jordanian insurance sector. The study adopts a quantitative approach and uses a cross-sectional survey design to collect data from a targeted segment of insurance customers in Amman, Jordan. A structured opinion poll was conducted in Jordan between May 1, 2025 and August 15, 2025, targeting participants who follow insurance companies on social media platforms. Convenience sampling was used to ensure consistency across the target groups, with 391 valid responses distributed. The study results demonstrated the significant impact of social media platforms on building brand reputation (β = 0.445, p < 0.0000). The analysis confirmed the effective role of brand reputation in enhancing loyalty (β = 0.380, p < 0.000). Durham’s brand reputation also enhances brand advocacy among the general public (β = 0.339, p < 0.0000), highlighting the importance of brand loyalty in building a loyal audience (β = 0.373, p < 0.0000). The study results confirm the effectiveness of social media marketing strategies in building brand reputation, which enhances loyalty and advocacy, providing critical insights for Jordanian insurance companies.