Role of Consumer Engagement as Mediator between Social Network Marketing and Consumer Loyalty-Case of Facebook Users

Abstract

This study examines the mediating role of consumer engagement in the relationship between social network marketing and consumer loyalty among users of Facebook. Social Network marketing has become crucial for businesses to connect with their consumers but its impact on loyalty remains unclear thereby, the current study intended to examine the relationship of social network marketing with consumer loyalty through mediating role of consumer engagement. A quantitative approach was employed surveying 269 Facebook users through a self-administered questionnaire by using a non-probability sampling technique. Results approve the mediating role of consumer engagement between the relationship of social network marketing and consumer loyalty.