Building customer engagement and brand loyalty through online social media: an exploratory study Online publication date: Thu, 23-Apr-2020
by Sombala Ningthoujam; Reshmi Manna; Vikas Gautam; Sandeep Chauhan
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 11, No. 2, 2020
Abstract: Building and sustaining brand loyalty are one of the fundamental subjects of research for strategists and marketers for ages. Online social media has come in forefront to support it in recent times. The objective of the current study was to examine the relationships among online social media, customer engagement and brand loyalty. The study model was estimated by using higher order structural equation modelling with IBS AMOS 21.0. The results of our study demonstrated that online social media is an important predictor of customer engagement and has significant direct impact on customer engagement. Further results confirmed direct impact of customer engagement on brand loyalty. We also found significant difference across the level of customer engagement with reference to gender. This study concluded that the use of Facebook as online social media to connect and engage with customers leads to building brand loyalty. The primary data comprised of 167 respondents.
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