The investigation undertaken in this study focuses on the utilization of social networking sites (SNSs) as primary communication channels for interpersonal connectivity. The researchers introduce a novel framework describing the impact of social networking sites on brand loyalty via customer engagement, by examining the interplay among various factors: information acquisition, entertainment, economic incentives, trust, social influence, brand affinity, customer involvement, and brand loyalty. Additionally, this research formulates and validates a suitable conceptual model explaining the influence of social networking sites on brand loyalty through customer engagement, integrating the Technology Acceptance Model (TAM) and the Uses and Gratifications Theory (UGT) in Cambodia context. The proposed model is empirically evaluated with a sample of 250 Facebook users in Phnom Penh. The findings affirm the validity of the proposed model, highlighting a significant positive relationship among the research constructs posited in seven hypotheses. Notably, the results underscore the crucial role of social influence in shaping customer engagement, serving as a facilitator in fostering brand loyalty, as evidenced by a substantial coefficient of 0.67 within the Structural Equation Modeling (SEM) framework.
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