Our study of Zara analyzed the determinants of brand loyalty for Facebook application. Through an online survey disclosed on Zara's Facebook page, on fashion blogs, and among personal contacts, we obtained 401 valid responses: 102 fans and 299 non-fans. All respondents had previously bought clothes from Zara; in other words, the brand awareness barrier had already been breached. Therefore, the aim of the study was to get evidence on how to use Facebook to achieve customer loyalty and repeat purchase behavior.