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.

中文翻译：

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品牌粉丝页面上的自我建构：准社会互动和消费者参与对品牌忠诚度的中介作用

社交媒体是品牌吸引和留住客户的强大工具。然而，缺乏关于通过社交媒体的准社会互动 (PSI) 如何导致品牌忠诚度的研究。为了弥合这一差距，本研究考察了 PSI 和消费者参与的顺序中介作用，以及自我构念在 Facebook 品牌粉丝页面上建立品牌忠诚度的调节作用。使用来自调查参与者的 497 份回复，我们发现具有高度相互依赖的自我建构的消费者，无论他们感知的交互性和开放性水平如何，都具有较高的 PSI、消费者参与度和品牌忠诚度。此外，相互依赖的自我建构对品牌忠诚度的积极影响是由 PSI 和消费者参与依次介导的。然而，对于那些具有高度独立自我建构的人来说，高感知交互性和高开放性对准社会互动、消费者参与和品牌忠诚度都有积极影响。此外，感知交互性和开放性对品牌忠诚度的积极影响证实了 PSI 和消费者参与的顺序中介作用。这些发现将帮助品牌简化其运营以优化品牌忠诚度。