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Mediation Effect of Brand Loyalty in the Impact of Engagement Creation on Social Media Brand Equity

Lookup NU author(s): Dr Emmanuel Matsika



This is the authors' accepted manuscript of a conference proceedings (inc. abstract) that has been published in its final definitive form by Institute for Technology and Research (ITRESEARCH), 2021.

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The study’s objective is to deepen understanding of the relationship between social media brand engagement andsocial media brand equity (SMBE) by analysing the mediating role of brand loyalty on this relationship. Data were collected from 550 Instagram users in Almaty City in Kazakhstan using a scaled Likert questionnaire. was applied to gather the responses online. To check the research hypotheses, SPSS was applied to check descriptive statistics and statistical assumptions, to do bivariate and multiple regression analysis, and bootstrapping. Results show that brand loyalty is a partial mediator of relationship between social media brand engagement and SMBE. This research extends brand equity theory with social media fact base. The enhanced knowledge about SMBE may contribute to understanding and methods of social media brands' valuation.

Publication metadata

Author(s): Sadyk D, Islam DMZ, Matsika E

Publication type: Conference Proceedings (inc. Abstract)

Publication status: Published

Conference Name: SciencePlus International Conference

Year of Conference: 2021

Pages: 54-56

Online publication date: 04/05/2021

Acceptance date: 17/04/2021

Date deposited: 19/05/2021

Publisher: Institute for Technology and Research (ITRESEARCH)


Library holdings: Search Newcastle University Library for this item

ISBN: 9789390150359