TY  - JOUR
EP  - 1158
SN  - 13555855
PB  - Emerald Group Holdings Ltd.
TI  - Examining the mediating role of social interactivity between customer engagement and brand loyalty
SP  - 1139
N1  - cited By 31
AV  - none
VL  - 33
UR  - https://www.scopus.com/inward/record.uri?eid=2-s2.0-85092201784&doi=10.1108%2fAPJML-10-2019-0576&partnerID=40&md5=c853e9d92e7722b736653a5013a48a08
JF  - Asia Pacific Journal of Marketing and Logistics
A1  - Ting, D.H.
A1  - Abbasi, A.Z.
A1  - Ahmed, S.
Y1  - 2020///
ID  - scholars13734
IS  - 5
N2  - 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.
ER  -