مجلة الأعمال الإلكترونية والاقتصاد الرقمي
Volume 1, Numéro 1, Pages 61-73
2023-06-05

Customer Engagement In Social Media Brand Community

Authors : Omran Wajdy .

Abstract

Given the growth of social networking sites (SNS), especially Facebook, companies have commenced engaging with customers in this newly emerged digital space. This study investigates the role of brand trust and brand love in enhancing engagement throughout Facebook. The effect of customer engagement on brand loyalty is also examined. Data was collected using a survey of 400 Syrian fast-food customers. The model is examined by structural equation modeling (SEM). The findings revealed that brand trust and brand love are considered drivers of customer engagement, also brand loyalty is an outcome of customer engagement. Moreover, the finding provides a model which brand managers can follow to build brand loyalty. It will add value in the field of Brand Management

Keywords

Brand Community, Brand Trust, Brand loyalty, Brand Love, Customer engagement