A Study Of Customer Engagement Effect On Brand Loyalty Based On Social Media

In a large wave of social transformation on the Internet, social media is attracting public attention, thus companies begin to turn to the social media platform for brand marketing. While in the academic field, one of the most popular forums in which customers engage behaviorally with firms is social media. Thus, from users’ perspective, studies the influence and perceived benefits of customer engagement in social media on corporate brand loyalty has a very large practical and theoretical value.In this study, we made a comprehensive analysis of social media, customer engagement and brand loyalty in order to explore the influence mechanism of customer engagement on brand loyalty. We use perceived benefits as a mediating variable, which could decomposed into functional benefits, social benefits, psychological benefits, hedonic benefits and economic benefits, to establish research framework.The study found that customer engagement on social media platform can be divided into browsing behavior and interaction behavior, and these two types of behaviors have different effects on perceived benefits, but only social benefits and hedonic benefits can ultimately form corporate brand loyalty. According to the conclusions of this paper, we recommend that companies should use social media platforms for brand promotion and shape user’s behavior to bring perceived benefits and brand loyalty.