This study explores the impact of benefits and communication on customers' trust and commitment, which affects customer loyalty and word of mouth. This study also examines the mediating effect of trust and responsibility between the relationship of benefits and communication with loyalty and word of mouth. The software Statistical Packages for Social Sciences is used to analyze the data gathered from 252 SMEs working in the Lahore region of Pakistan. The results show the convergent validity and reliability of the respective respondents. The study results revealed that unique treatments, social benefits, and communication positively impact the customer's loyalty and support in the advertisement through word of mouth. This study also explores the mediating role of commitment and trust between benefits and communication with loyalty and word of mouth for advertisement.

Keywords: Social benefits, Special benefits, Communication, Trust, Commitment, Loyalty.

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*Corresponding author: mwansakainkana@icloud.com

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