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. © 2020, Emerald Publishing Limited.