Author(s): Balakrishnan Menon P
Purpose: This dissertation investigated the influence of social media engagement and brand trust on brand loyalty among consumers, focusing on the state of Kerala, India. The study aimed to assess the impact of social media engagement strategies on brand loyalty, including brand involvement, brand interactivity and online interaction propensity. Additionally, it explored the mediating role of brand trust in the relationship between different forms of social media brand engagement and consumer behaviours in shaping brand loyalty. Design/methodology/approach: By utilizing a quantitative research design, the study employed surveys and collected data from 300 consumers who actively engaged with brands on social media platforms such as Instagram, Facebook, and YouTube. The author employed a convenience sampling technique, and data analysis was conducted using partial least squares-structural equation modelling (PLS-SEM) with the SMART PLS 4.0 software. Findings: The research found that brand interactivity, brand involvement, and online interaction propensity positively influenced customer brand engagement on social media. It further posited that customer brand engagement has a positive impact on brand trust and, subsequently, brand loyalty. The study also proved that brand trust mediated the positive influence of customer brand engagement on brand loyalty. Originality/value: This study contributed to the existing literature by examining the specific context of Kerala, India, and provided insights into the relationship between social media engagement and brand loyalty. The findings offered theoretical implications for understanding consumer behaviour in the digital era.