Journal of Theoretical and Applied Information Technology 30 th April 2017. Vol.95. No 8 © 2005 – ongoing JATIT & LLS ISSN: 1992-8645 www.jatit.org E-ISSN: 1817-3195 1626 A PROPOSED MODEL OF E-COMMERCE USING MODERN SOCIAL MEDIA AND ITS IMPACT ON CUSTOMER LOYALTY 1 MOHAMMAD SHKOUKANI, 2 OMAR BADRAN, 3 RAWAN ABU LAIL, 1 Associate Prof., Department of Computer Information Systems, Applied Science Private University, Amman, Jordan 2 M.Sc., Business Development Manager at Hudhud Information technology, Amman, Jordan 3 Associate Prof., Department of Computer Science, Philadelphia University, Jordan E-mail: 1 m.shkokani@asu.edu.jo, 2 badran_omar@yahoo.com, 3 r_abulail@philadelphia.edu.jo ABSTRACT This study aims to find the impact of social media e-commerce on customer loyalty and discover the impact of each characteristic (measure) of the user experience on customer loyalty. These are Usability, Trustability, Relevancy, and Reputation. It also aims to find the difference in customer loyalty when demographic factors change in aspects of gender, age, and education. On the basis of the theoretical framework, hypotheses were proposed to describe the relationship between the independent variables (Usability, Trustability, Relevancy, Reputation), and the dependent variable loyalty, i.e. the demographic factors (gender, age and education). Data was collected from 990 university students and employees of all levels and ages, through a questionnaire instrument. The hypotheses were tested with hierarchal linear and simple regression analyses, which confirmed that the study hypotheses have positive relationships. Finally there is a significant impact of modern social media e-commerce on customer loyalty. Keywords: Social media, E-commerce, Customer loyalty. 1. INTRODUCTION Organizations are social essentials of stand- alone individuals that are designed and monitored to meet a necessity or to keep up with mutual goals for reaching competitive advantage and persuading organizational value [1]. At the moment, e- commerce will set the stanchion on forceful competence, which will influence the effect of organizations and their decision making of dynamic capabilities. All organizations, in this day and time have an e- commercial arrangement that defines the relationships between different media to its events and supporters, also sections and gives roles, duties, along with authority to handle different tasks. Establishments oblige the support between employees and customers for the success of their goals and objectives. For that reason, the study of customer loyalty is important in organizational, along with, in scholastic outlook. Customer satisfaction is a significant proficiency guide for reviewing organization as loyalty has a significant impact on user’s behavior and attitude indirectly leading to Customers loyalty [2]. As a result, users are susceptible to greater or lesser customer loyalty; so individuals with a positive attitude on life, or who are beneficial, will have higher customer loyalty regardless of the product or brand they are in. So it depends on both internal and external circumstances, which are effected intensely to the environment in both the organization and users they are located. This research paper examines factors that affect e-commerce using modern social media. The awareness of e-commerce using modern social media has offered many challenges and opportunities for organizations throughout the world. There has been an amusing flow in the information systems research on the qualifications of worthy social media e-commerce. This has included concepts of how usability (e.g. user interface) affects users' observations or even how