This article discusses the importance of digital marketing with emphasis on customer loyalty, observing how aspects of social networks influence the purchase decision. Digital marketing is the set of digital media tools that a company develops to reach people in order to offer products and services to their target audience. The objective of this study was to identify the tools used by digital marketing, aimed at customer loyalty. To achieve the proposed objectives, we used a methodology based on theoretical basis with data analysis, using a questionnaire, submitted to customers of a company in the sales of clothing and footwear in the city of Araguaína-TO. It was evidenced that, according to customer responses, social networks are digital platforms that allow influence and purchase decision, enabling interaction between customer and company. The most used social network by customers was Facebook with 83% of responses. In this sense, the advertisements served on the networks can be effective for the practice of digital marketing with customer loyalty; making social networking one of the main tools of digital marketing
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