Social Media Brand Engagement as a Mediating Variable for Content Awareness Sharing Behaviour and Customer Loyalty in the Context of Climate Change Financing among South African Banks

The purpose of this study is to ascertain the role played by social media brand engagement towards content awareness sharing behaviour and consumer loyalty in the management of banking services, especially the insurance portfolio, during the climate change crisis. Firstly, the study sought to test the relationship between social media brand engagement and content awareness sharing behaviour. Secondly, the study established whether there is a relationship between social media brand engagement and consumer loyalty. The study used a quantitative approach. The study highlighted that social media brand engagement has a significant relationship with content awareness sharing behaviour. In addition, the study confirmed that there is a significant relationship between social media brand engagement and customer loyalty. The study would empower social media experts of banks to develop appealing social media content strategies that can drive traffic towards insurance banking products related to climate change. Again, the study would enable social media experts within the banking industry to design social media content that can foster user loyalty. Bank marketers can effectively design loyalty programs that are aimed at social media users, in navigating towards the insurance services offered by the bank.