Derinozlu, Evrim; Pir, Esra Ozkan

This study aims to examine the role of customer participation and social interactivity in fostering brand loyalty within social media environments. Focusing on consumers in Turkey, it addresses a critical gap in the marketing literature by exploring how interactive and participatory behaviors shape long-term consumer-brand relationships in the digital context of an emerging market. A quantitative research design was adopted, employing a survey administered to 349 active social media users in Turkey who had previously interacted with brands online. Structural equation modeling (SEM) and Hayes Model 6 were applied to test the research hypotheses and investigate the mediating roles of customer participation and customer-brand identification. The empirical findings demonstrate that social interactivity positively influences brand loyalty both directly and indirectly through customer participation and customer-brand identification. In particular, the mediating role of customer-brand identification emerged as the strongest pathway, emphasizing the psychological bond between consumers and brands. This research highlights the strategic importance of fostering interactive, two-way communication and encouraging active customer participation to build enduring brand loyalty in the digital age. The study offers valuable theoretical contributions by integrating Uses and Gratifications Theory with interactivity and identity frameworks, and provides practical recommendations for brand managers seeking to strengthen consumer loyalty through participatory digital experiences.