Examining the mediating role of social interactivity between customer engagement and brand loyalty

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.