 Building customer engagement and brand loyalty through online social media: an exploratory studySombala Ningthoujam, Reshmi Manna, Vikas Gautam and Sandeep Chauhan International Journal of Electronic Marketing and Retailing, 2020, vol. 11, issue 2, 143-160 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. Keywords: customer engagement; Facebook; online social media; brand loyalty. (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ids:ijemre:v:11:y:2020:i:2:p:143-160 Access Statistics for this article More articles in International Journal of Electronic Marketing and Retailing from Inderscience Enterprises Ltd |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.