The Intervening Impact of Social Media Marketing on Brand Loyalty: A Multi Group Analysis in Customer Demographics

Document Type : Research Paper


1 Lecturer, Business Studies, University of Technology and Applied Sciences, Nizwa, Sultanate of Oman

2 Assistant Professor Department of Business Administration, Aligarh Muslim University Centre Malappuram. Kerala, India

3 Lecturer,Faculty of Business Management Villa College, Male, Maldives



Purpose- The purpose of this paper is to investigate the impact of social media marketing on customer engagement and thereby creating brand loyalty. The intervening role of customer engagement between social media marketing and brand loyalty have been explored and reported.

Design/methodology/approach- A self-administered questionnaire was developed and administered to a random sample of 233 online shoppers who purchased products/services in the last 30 days.

Findings- The findings of this research indicated that social media marketing has significant effect on customer engagement and brand loyalty. It is found that customer engagement partially mediates the relationship between social media marketing and brand loyalty.

Originality/value- This study confirms the relevance of social media in modern day marketing decisions. It provides insights to the marketers to highlight the potential of social media while making market related decisions.


Main Subjects