Shaping brand loyalty through social media influencers: the mediating role of follower engagement and social attractiveness

Suhaib Ahmed; Tahir Islam; Abdul Ghaffar

doi:10.1177/21582440241242928

Shaping brand loyalty through social media influencers: the mediating role of follower engagement and social attractiveness

Suhaib Ahmed, Tahir Islam, Abdul Ghaffar

Research output: Contribution to journal › Article › peer-review

4 Citations (Scopus)

Abstract

The study seeks to redefine current theoretical frameworks and provide practical insights for marketers by investigating the mediating role of followers’ engagement (FE) and social attractiveness (SA) and the moderating influence of parasocial interactions. The present study utilized a quantitative research methodology. The researchers employed the Smart PLS 4 structural equation modeling (SEM) technique to analyze the data. The data was obtained from the participants using the convenience sampling technique.

Original language	English
Journal	Sage Open
Volume	14
Issue number	2
DOIs	https://doi.org/10.1177/21582440241242928
Publication status	Published - 15 May 2024
Externally published	Yes

Keywords

brand loyalty
followers’ engagement
Parasocial relationships
social attractiveness
social media influencers

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10.1177/21582440241242928Licence: CC BY

Cite this

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abstract = "The study seeks to redefine current theoretical frameworks and provide practical insights for marketers by investigating the mediating role of followers{\textquoteright} engagement (FE) and social attractiveness (SA) and the moderating influence of parasocial interactions. The present study utilized a quantitative research methodology. The researchers employed the Smart PLS 4 structural equation modeling (SEM) technique to analyze the data. The data was obtained from the participants using the convenience sampling technique.",

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AU - Islam, Tahir

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Y1 - 2024/5/15

N2 - The study seeks to redefine current theoretical frameworks and provide practical insights for marketers by investigating the mediating role of followers’ engagement (FE) and social attractiveness (SA) and the moderating influence of parasocial interactions. The present study utilized a quantitative research methodology. The researchers employed the Smart PLS 4 structural equation modeling (SEM) technique to analyze the data. The data was obtained from the participants using the convenience sampling technique.

AB - The study seeks to redefine current theoretical frameworks and provide practical insights for marketers by investigating the mediating role of followers’ engagement (FE) and social attractiveness (SA) and the moderating influence of parasocial interactions. The present study utilized a quantitative research methodology. The researchers employed the Smart PLS 4 structural equation modeling (SEM) technique to analyze the data. The data was obtained from the participants using the convenience sampling technique.

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KW - Parasocial relationships

KW - social attractiveness

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Shaping brand loyalty through social media influencers: the mediating role of follower engagement and social attractiveness

Abstract

Keywords

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