Social Media Brand Engagement as a Mediating Variable for Content Awareness Sharing Behaviour and Customer Loyalty in the Context of Climate Change Financing among South African Banks
Lawrence Mandhlazi 
Issue: Vol.6 No.10 Article 16 pp.2460 – 2474
DOI: https://doi.org/10.38159/ehass.202561016 | Published online 26th September, 2025
© 2025 The Author(s). This is an open access article under the CCBY license (http://creativecommons.org/licenses/by/4.0/).
The purpose of this study is to ascertain the role played by social media brand engagement towards content awareness sharing behaviour and consumer loyalty in the management of banking services, especially the insurance portfolio, during the climate change crisis. Firstly, the study sought to test the relationship between social media brand engagement and content awareness sharing behaviour. Secondly, the study established whether there is a relationship between social media brand engagement and consumer loyalty. The study used a quantitative approach. The study highlighted that social media brand engagement has a significant relationship with content awareness sharing behaviour. In addition, the study confirmed that there is a significant relationship between social media brand engagement and customer loyalty. The study would empower social media experts of banks to develop appealing social media content strategies that can drive traffic towards insurance banking products related to climate change. Again, the study would enable social media experts within the banking industry to design social media content that can foster user loyalty. Bank marketers can effectively design loyalty programs that are aimed at social media users, in navigating towards the insurance services offered by the bank.
Keywords: Social media brand engagement, Content awareness sharing behaviour, Customer loyalty, SA Banks and Climate change.
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Dr. Lawrence Mandhlazi, a co-author of a personal selling textbook used in many South African universities. With over 20 years of experience, Dr. Mandhlazi has so far written over five research papers with reputable journals and presented papers at various international conferences. He has supervised and co-supervised both master’s and doctoral theses at South African universities. He coordinated several guest lectures at Cape Peninsula University of Technology, Vaal University of Technology, and Nelson Mandela University. Currently, he serves as a lecturer at Nelson Mandela University, particularly in the Marketing Department, where he is dedicated to helping students to develop their own advertising agency and grow their digital presence. He holds a PhD in marketing from Vaal University of Technology and his research interests are based on brand management, social media and Artificial Intelligence.
Mandhlazi, Lawrence.“ Social Media Brand Engagement as a Mediating Variable for Content Awareness Sharing Behaviour and Customer Loyalty in the Context of Climate Change Financing among South African Banks,” E-Journal of Humanities, Arts and Social Sciences 6, no. 10 (2025): 2460 – 2474, https://doi.org/10.38159/ehass.202561016
© 2025 The Author(s). Published and Maintained by Noyam Journals. This is an open access article under the CCBY license (http://creativecommons.org/licenses/by/4.0/).
