Self-construal on brand fan pages: the mediating effect of para-social interaction and consumer engagement on brand loyalty

Social media is a powerful tool for brands to entice and retain customers. However, research on how para-social interaction (PSI) through social media leads to brand loyalty is lacking. To bridge this gap, this study examines the sequential mediating roles of PSI and consumer engagement as well as the moderating effect of self-construal in building brand loyalty on Facebook brand fan pages. Using 497 responses from survey participants, we find that consumers with high interdependent self-construal, regardless of their levels of perceived interactivity and openness, have high PSI, consumer engagement, and brand loyalty. Moreover, the positive effects of interdependent self-construal on brand loyalty are mediated sequentially by PSI and consumer engagement. However, for those with high independent self-construal, both high perceived interactivity and high openness have positive effects on para-social interaction, consumer engagement, and brand loyalty. Moreover, the positive effects of perceived interactivity and openness on brand loyalty confirm the sequential mediating roles of PSI and consumer engagement. These findings would help brands streamline their operations to optimize brand loyalty.