Abstract
Purpose
This study aims at identifying and examining the mediating role of customer engagement behavior and social interactivity onbrand loyalty.
Design/methodology/approach
A correlational study design was adopted in this study to collect data (online survey) from 400 online participants active on Facebook pages.
Findings
Empirical results reveal that there is a significant and positive impact of social interactivity on consumer engagement behavior and brand loyalty.
Research limitations/implications
The findings would help decision makers to make useful decisions in their everyday work practices, which would ultimately increase the market competition of brands.
Practical implications
Decision makers should focus on the entertainment and interactivity levels in advertisement designs that would allow customers to perceive the novelty of advertising.
Social implications
The results are critical in developing consumers' attitude and perception toward a brand by providing them insights regarding the characteristics of brands.
Originality/value
The participation and social interactivity of consumers on the Facebook page drive consumer engagement behavior and brand loyalty.
This study aims at identifying and examining the mediating role of customer engagement behavior and social interactivity onbrand loyalty.
Design/methodology/approach
A correlational study design was adopted in this study to collect data (online survey) from 400 online participants active on Facebook pages.
Findings
Empirical results reveal that there is a significant and positive impact of social interactivity on consumer engagement behavior and brand loyalty.
Research limitations/implications
The findings would help decision makers to make useful decisions in their everyday work practices, which would ultimately increase the market competition of brands.
Practical implications
Decision makers should focus on the entertainment and interactivity levels in advertisement designs that would allow customers to perceive the novelty of advertising.
Social implications
The results are critical in developing consumers' attitude and perception toward a brand by providing them insights regarding the characteristics of brands.
Originality/value
The participation and social interactivity of consumers on the Facebook page drive consumer engagement behavior and brand loyalty.
| Original language | English |
|---|---|
| Pages (from-to) | 1139-1158 |
| Journal | Asia Pacific Journal of Marketing and Logistics |
| DOIs | |
| Publication status | Published - 20 Apr 2021 |