This study aims to examine the mediating role of social media marketing effectiveness in the relationship between customer engagement dimensions (cognitive, emotional, behavioral, transactional, and social) and brand loyalty in the context of Amazon as a retail brand store. A quantitative approach was adopted, employing a survey-based method to collect data from 320 consumers who engage with Amazon as a retail brand store on social media platforms. Findings reveal positive effects of cognitive, emotional, transactional, and social engagement on brand loyalty and social media marketing effectiveness. However, behavioral engagement exhibited a negative impact. Social media marketing effectiveness positively influenced brand loyalty and mediated the relationships between customer engagement dimensions and brand loyalty. This study contributes to literature by challenging assumptions and providing insights into the interplay among customer engagement dimensions, social media marketing effectiveness, and brand loyalty. This offers brands the opportunity to promote and increase their awareness with the use of social media to interact with existing customer base that will boost loyalty in the long run. Only a few studies have examined social media marketing effectiveness as a mediator between customer engagement dimensions and brand loyalty. Therefore, this work endeavors to fill this gap by investigating consumer engagement, social media marketing and brand loyalty in an age when the internet plays an important role.

The research investigated the relationship among Key Performance Indicators (KPIs), risk assessment capabilities and value creation in service sector firms. The study also sought to examine the effect of KPI`s components on risk assessment & value capitalisation, and how they either facilitate or hinder implementation, monitoring and continuous improvement processes. In this context, a quantitative cross-sectional research design was applied using an online survey of shared middle and senior managers in service organizations. After filtering, the final version of segmented sample included a total of 215 respondents engaged in different service businesses. The analysis was determined using Partial Least Squares Structural Equation Modeling. The results showed that all components of KPIs have significant positive relationships with risk assessment and value improvement outcomes First, performance drivers were found to be the most significant predictor of both constructs. As such, the results show that both risk assessment and value improvement had a positive effect on implementation/monitoring processes which in turn enabled continuous improvements. Performance measurement, risk management and value creation in service organizations: A performance at-risk-based conceptual model. The results have numerous managerial, practical and policy implications for the service sector. This drives home the necessity of creating integrated KPI systems that include risk assessment and value improvement factors. In building on existing theory, the study is of substantial interest in that it provides empirical evidence for these organizational mechanisms related to service organizations. Resilient Organizations in the Service Sector picture of Resilience across Performance Management with KPIs, Risk Assessment and Value Creation strategies offering a comprehensive foundation for sustainable organizational success.