The purpose of the present study was to investigate the factors affecting brand love and its effect on brand loyalty and word-of-mouth advertising, considering the mediating role of interactive technology. The current research was applied in terms of purpose and descriptive-survey in terms of type. We considered the statistical population of this research to be the loyal customers of Merooj company. The statistical sample of this research will be selected based on availabel sampling and a statistical sample of 300 people was selected. The validity of the questionnaire was checked and confirmed by the professors and it was found that the questionnaire had acceptable content validity and its reliability was measured by Cronbach's alpha. To measure the research hypotheses, structural equations were used by SPSS and LISREL software. The results of the research showed that brand experience on brand love, information technology identity on brand love, self-referral on brand love, service quality on brand experience, service quality has an effect on brand love. Also, the quality of service affects the brand experience. It is suggested that Meroj brand create a positive experience in the minds of customers and create love brand among their customers by increasing the quality and variety of services, using up-to-date technologies and increasing the level of knowledge of employees. By improving factors such as improving the ability of the brand, improving the quality of relationships between customers and brand officials, displaying positive opinions of previous customers, the brand will become trusted among customers.