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Examining the mediating role of social interactivity between customer engagement and brand loyalty

Lookup NU author(s): Dr Sohel AhmedORCiD

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Abstract

This study aims to identify and examine the mediating role of customer engagement behaviour and social interactivity on brand loyalty. Using a correlational study design, data was collected via an online survey from 400 active Facebook page participants. Empirical results reveal a significant positive impact of social interactivity on consumer engagement behaviour and brand loyalty. The findings suggest that decision makers should focus on enhancing entertainment and interactivity in advertisement designs to increase market competition and improve consumer perceptions of brands. The study highlights the importance of social interactivity and consumer participation on Facebook pages in driving engagement behaviour and brand loyalty.

Publication metadata

Author(s): Ting DH, Abbasi AZ, Ahmed S

Publication type: Article

Publication status: Published

Journal: Asia Pacific Journal of Marketing and Logistics

Year: 2021

Volume: 33

Issue: 5

Pages: 1139-1158

Print publication date: 20/04/2021

Online publication date: 08/10/2020

Acceptance date: 22/09/2020

ISSN (print): 1355-5855

ISSN (electronic): 1758-4248

Publisher: Emerald Publishing Limited

URL: https://doi.org/10.1108/APJML-10-2019-0576

DOI: 10.1108/APJML-10-2019-0576

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