Given the growth of social networking sites (SNS), especially Facebook, companies have
commenced engaging with customers in this newly emerged digital space. This study
investigates the role of brand trust and brand love in enhancing engagement throughout
Facebook. The effect of customer engagement on brand loyalty is also examined.

Given the growth of social networking sites (SNS), especially Facebook, companies have
commenced engaging with customers in this newly emerged digital space. This study
investigates the role of brand trust and brand love in enhancing engagement throughout
Facebook. The effect of customer engagement on brand loyalty is also examined. Data was
collected using a survey of 400 Syrian fast-food customers. The model is examined by
structural equation modeling (SEM). The findings revealed that brand trust and brand love …