The role of brand interactivity and involvement in driving social media consumer brand engagement and brand loyalty: the mediating effect of brand trust
Journal of Research in Interactive Marketing
ISSN: 2040-7122
Article publication date: 30 November 2021
Issue publication date: 6 December 2022
Abstract
Purpose
This study explores central questions related to the connections between brand interactivity and involvement on brand-related outcomes (brand trust and loyalty) through understanding the role played by customer brand engagement (CBE) through social media platforms.
Design/methodology/approach
Using an online survey, the data for this study were collected from 353 participants who follow Royal Jordanian Airlines on their Facebook page. A cross-sectional research approach was implemented using a partial least squares path modeling approach.
Findings
The study finds that perceived brand interactivity and involvement are positively associated with social media CBE. The authors also find that social media CBE is positively related to brand trust and that brand trust is positively associated with brand loyalty. Consequently, the authors observe that social media CBE is positively related to brand loyalty.
Originality/value
This study investigates the impact of perceived brand interactivity and involvement on social media CBE while accounting for the mediating role of brand trust through which social media CBE influences brand loyalty of airline brands in the Jordanian context. Finally, the findings have noteworthy theoretical and managerial implications.
Keywords
Acknowledgements
The authors would like to thank the anonymous reviewers for their insightful suggestions which improved this work significantly. The authors thank all the study participants for their time devoted in answering the research survey.
Citation
Samarah, T., Bayram, P., Aljuhmani, H.Y. and Elrehail, H. (2022), "The role of brand interactivity and involvement in driving social media consumer brand engagement and brand loyalty: the mediating effect of brand trust", Journal of Research in Interactive Marketing, Vol. 16 No. 4, pp. 648-664. https://doi.org/10.1108/JRIM-03-2021-0072
Publisher
:Emerald Publishing Limited
Copyright © 2021, Emerald Publishing Limited