Examining the Mediating Role of Social Media Engagement on Brand Loyalty: A Case Study of iPhone Users

This study investigates the mediating role of social media engagement on the relationship between brand-related factors and brand loyalty among iPhone users in Saudi Arabia. Specifically, it examines how perceived brand quality, customer satisfaction, and brand trust influence brand loyalty, both directly and indirectly through social media engagement. Using a quantitative approach, data was collected from 344 iPhone users and analyzed using Smart PLS-SEM. The findings support all ten proposed hypotheses, demonstrating that perceived brand quality, customer satisfaction, and brand trust positively affect brand loyalty. Furthermore, these factors also positively influence social media engagement, which in turn strengthens their relationship with brand loyalty. The study confirms the significant mediating role of social media engagement, highlighting its importance in building and maintaining brand loyalty among iPhone users. These findings offer valuable insights for marketers seeking to leverage social media strategies to enhance brand loyalty in the Saudi Arabian market.