The aim 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 the random method and a statistical sample of 300 people was selected, and then distributing 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, Kolmogorov-Smirnov tests and structural equations were used by SPSS and LISREL software. The results of the research showed that factors affecting brand love such as diversification, brand personality, information, interactive technology have an effect on brand loyalty and word-of-mouth advertising. Also, informing through the mediating role of interactive technology has a significant and positive effect on brand love. It is recommended managers increase informing through social media and internet sites. In designing websites and introducing products, consider the personality characteristics of buyers.