%0 Journal Article
%@ 13555855
%A Ting, D.H.
%A Abbasi, A.Z.
%A Ahmed, S.
%D 2020
%F scholars:13734
%I Emerald Group Holdings Ltd.
%J Asia Pacific Journal of Marketing and Logistics
%N 5
%P 1139-1158
%R 10.1108/APJML-10-2019-0576
%T Examining the mediating role of social interactivity between customer engagement and brand loyalty
%U https://khub.utp.edu.my/scholars/13734/
%V 33
%X 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.
%Z cited By 31