Journal article
Mediating Customer Equity in the Relationship Between Social Media Activities and Customer Loyalty: An Empirical Study on Customers of Saudi Arabia’s Mobile Service


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Publication Details
Author list: Mohamed M. Elmetwaly, Mohamed A. Amin, Amira S. Elshorbagy
Publisher: Primrose Hall Publishing Group
Publication year: 2021
Journal: International Journal of Innovation, Creativity and Change
Journal acronym: IJICC
Volume number: 15
Issue number: 9
Start page: 835
End page: 852
Number of pages: 18
ISSN: 2201-1323
Web of Science ID:
PubMed ID:
Scopus ID:
eISSN: 2201-1315


 The purpose of this study is to investigate the relationship between
social media activities and customer loyalty through the mediation
of customer equity. This study was carried out on customers of
mobile service in Saudi Arabia. A Structural
Equation Modelling Approach was used to identify this relationship.
To analyze the study data, the analysis moment of structure (AMOS)
was adopted. The sample size was 384 and the correct responses
were 319. The results of the study showed a significant positive
correlation between social media activities, customer equity, and
customer loyalty. There is also a significant positive effect of social
media activities on both customer equity and customer loyalty. It
was also found that there is a significant positive impact of customer
equity on customer loyalty. This study did conclude,
however, that customer equity significantly mediates the
relationship between social media activities and customer loyalty.


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Last updated on 2021-02-10 at 14:15