Influence of Facebook Content Marketing on E- Brand Loyalty; Examine the Mediating Effect of Online Consumer Engagement with Special Reference to Telecommunication Industry in Sri Lanka

Abstract

Purpose: The continuous advancement in digital technology allows the audience to find more updated information through the different digital platforms. In today’s context, Sri Lankan online audiences are highly active on Facebook platform. Therefore, all telecommunication service providers publish their content via Facebook to attract and retain their online audiences. Thus, this study tries to interpret the influence of Facebook Content Marketing on E- brand loyalty with paying special attention to the mediating effect of Online Consumer Engagement.

Design/methodology/approach: As a quantitative research strategy, it used a structured questionnaire to obtain primary data from the sample. Finally, it was able to collect three hundred ninety-five responses by adopting a convenience sampling method which comes under non-probability sampling.

Findings: The findings of the study demonstrate that the Facebook Content Marketing has positive and significant impact on E- brand loyalty while online consumer engagement has positively and significantly mediated the impact made by Facebook content marketing on E- brand loyalty.

Originality: This research makes a particular attempt to fill the prevailing literature gap on how Facebook content marketing impacts to e- brand loyalty in the telecommunication industry in Sri Lanka depending on the high level of brand-switching behavior carried out in this service sector.

Implications: Managerial implications were made for the Telecommunication industry in Sri Lanka to identify the importance of the valuable and relevant Facebook content to attract and retain their defined online audience.

Keywords: Consumer Engagement, Content Marketing, E- Brand Loyalty, Facebook Content Marketing, Online Consumer Engagement