Browse > Article
http://dx.doi.org/10.13106/jafeb.2022.vol9.no6.0219

The Relationship Between Social Media Marketing Activities and Brand Attachment: An Empirical Study from Pakistan  

KHAN, Mrestyal (Department of Management Sciences, University of Loralai)
RUBAB, Sana (Department of Commerce, University of Loralai)
AWAN, Tahir Mumtaz (Department of Management Sciences, COMSATS University Islamabad)
KHAN, Maaz (Department of Management Sciences, COMSATS University Islamabad)
MALIK, Nida (Department of Management Sciences, SZABIST)
DANIYAL, Muhammad (Department of Management Sciences, SZABIST)
ASHRAF, Muhammad Zaryab (Department of Management Sciences, COMSATS University Islamabad)
KAKAR, Abdul Samad (Department of Management Sciences, University of Loralai)
Publication Information
The Journal of Asian Finance, Economics and Business / v.9, no.6, 2022 , pp. 219-230 More about this Journal
Abstract
The goal of this research is to look into the relationship between social media marketing activities and brand attachment in the online marketing business, based on the indirect effect of perceived value and self-brand connections. For this reason, the study has used self-administered questionnaires to collect the data from 425 males from the major cities of Pakistan including Islamabad, Karachi, Lahore, and Sialkot. Furthermore, based on the PLS-SEM technique the empirical findings show that social media marketing activities positively affect perceived value, self-brand connections, and brand attachment. Perceived value has a significant positive impact on brand attachment and mediates the influence of social media marketing activities on brand attachment. In addition to this, self-brand connections have a positive effect on brand attachment, and self-brand connections mediate the relationship between them. Thus, firms employing social media marketing activities successfully in their branding build upon a positive perception of the brand in the customer's mind resulting in customer attachment with the brand. This study can assist the e-commerce managers and brand managers in building strong customer attachment via perceived value and self-brand connections.
Keywords
Social Media Marketing Activities; Perceived Value; Self-Brand Connections; Brand Attachment;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
연도 인용수 순위
1 Lu, H. P., & Hsiao, K. L. (2010). The influence of extra/introversion on the intention to pay for social networking sites. Information and Management, 47(3), 150-157. https://doi.org/10.1016/j.im.2010.01.003   DOI
2 Kotler, P., & Keller, K. (2016). Marketing management (15th ed.). London: Pearson.
3 Kumar, V., & Reinartz, W. (2016). Creating enduring customer value. Journal of Marketing, 80(6), 36-68. https://doi.org/10.1509/jm.15.0414   DOI
4 Ledden, L., Kalafatis, S. P., & Samouel, P. (2007). The relationship between personal values and the perceived value of education. Journal of Business Research, 60(9), 965-974. https://doi.org/10.1016/j.jbusres.2007.01.021   DOI
5 Tzou, R. C., & Lu, H. P. (2009). Exploring the emotional, aesthetic, and ergonomic facets of innovative products on the fashion technology acceptance model. Behavior and Information Technology, 28(4), 311-322. https://doi.org/10.1080/01449290701763454   DOI
6 Kuofie, M., Gholston, K., & Hakim, A. C. (2015). An overview of social media for marketing. International Journal of Global Business, 8(2), 65.
7 Verma, R., Jahn, B., & Kunz, W. (2012). How to transform consumers into fans of your brand. Journal of Service Management, 61, 111-121.
8 Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple-item scale. Journal of Retailing, 77(2), 203-220. https://doi.org/10.1016/S0022-4359(01)00041-0   DOI
9 Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159-170. https://doi.org/10.1016/0148-2963(91)90050-8   DOI
10 Kumaradeepan, V. (2021). Nexus between social media and brand preference of smart mobile phones: An empirical study in Sri Lanka. Journal of Asian Finance, Economics, and Business, 8(8), 241-249. https://doi.org/10.2134/2021.jafeb.v8.n8.p241   DOI
11 Liu, Y., Kou, Y., Guan, Z., & Pu, B. (2019). Research on mechanism of perceived value on hotel brand attachment: A moderated mediating model. Tourism Tribune, 34(4), 29-39.
12 Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135. https://doi.org/10.1007/s11747-014-0403-8   DOI
13 De Vries, N. J., & Carlson, J. (2014). Examining the drivers and brand performance implications of customer engagement with brands in the social media environment. Journal of Brand Management, 21(6), 495-515. https://doi.org/10.1057/bm.2014.18   DOI
14 Vogel, V., Evanschitzky, H., & Ramaseshan, B. (2008). Customer equity drivers and future sales. Journal of Marketing, 72(6), 98-108.   DOI
15 Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brands. Journal of Business Research, 65(10), 1480-1486. https://doi.org/10.1016/j.jbusres.2011.10.014   DOI
16 Kwahk, K. Y., & Ge, X. (2012). The effects of social media on e-commerce: A perspective of social impact theory. NJ: Prentice-Hall.
17 Kim, M. S., & Stepchenkova, S. (2018). Examining the impact of experiential value on emotions, self-connective attachment, and brand loyalty in Korean family restaurants. Journal of Quality Assurance in Hospitality and Tourism, 19(3), 298-321. https://doi.org/10.1080/1528008X.2017.1418699   DOI
18 Kirtis, A. K., & Karahan, F. (2011). To be or not to be in the social media arena is the most cost-efficient marketing strategy after the global recession. Procedia - Social and Behavioral Sciences, 24, 260-268. https://doi.org/10.1016/j.sbspro.2011.09.083   DOI
19 Lemon, K. N., Rust, R. T., & Zeithaml, V. A. (2001). What drives customer equity? Marketing Management, 10(1), 20-25. https://doi.org/10.212124/130.1.23.21   DOI
20 Thomson, M., MacInnis, D. J., & Whan Park, C. (2005). The ties that bind: Measuring the strength of consumers' emotional attachments to brands. Journal of Consumer Psychology, 15(1), 77-91. https://doi.org/10.1207/s15327663jcp1501_10   DOI
21 Lovelock, C., & Wright, L. (2001). Principles of service marketing and management. Prentice-Hall.
22 Holbrook, M. B. (1994). The nature of customer value: An axiology of services in the consumption experience. Service Quality: New Directions in Theory and Practice, 21(1), 21-71.   DOI
23 Yuksel, A., Yuksel, F., & Bilim, Y. (2010). Destination attachment: Effects on customer satisfaction and cognitive, affective and conative loyalty. Tourism Management, 31(2), 274-284. https://doi.org/10.1016/j.tourman.2009.03.007   DOI
24 Dann, S. (2010). Redefining social marketing with contemporary commercial marketing definitions. Journal of Business Research, 63(2), 147-153. https://doi.org/10.1016/j.jbusres.2009.02.013   DOI
25 Shobeiri, S., Laroche, M., & Mazaheri, E. (2013). Shaping E-retailers website personality: The importance of experiential marketing. Journal of Retailing and Consumer Services, 20(1), 102-110. https://doi.org/10.1016/j.jretconser.2012.10.011   DOI
26 Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, 66(1), 15-37. https://doi.org/10.1509/jmkg.66.1.15.18449   DOI
27 Swann, W. B., & Read, S. J. (1981). Self-verification processes: How we sustain our self-conceptions. Journal of Experimental Social Psychology, 17(4), 351-372. https://doi.org/10.1016/0022-1031(81)90043-3   DOI
28 Algharabat, R., Rana, N. P., Dwivedi, Ya. K., Alalwan, A. A., & Qasem, Z. (2018). The effect of telepresence, social presence, and involvement on consumer brand engagement: An empirical study of non-profit organizations. Journal of Retailing and Consumer Services, 40, 139-149. https://doi.org/10.1016/j.jretconser.2017.09.011   DOI
29 Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM). NJ: Sage Publications.
30 Harrigan, P., Evers, U., Miles, M. P., & Daly, T. (2018). Customer engagement and the relationship between involvement, engagement, self-brand connection, and brand usage intent. Journal of Business Research, 88, 388-396. https://doi.org/10.1016/j.jbusres.2017.11.046   DOI
31 Shanahan, T., Tran, T. P., & Taylor, E. C. (2019). Getting to know you: Social media personalization as a means of enhancing brand loyalty and perceived quality. Journal of Retailing and Consumer Services, 47, 57-65. https://doi.org/10.1016/j.jretconser.2018.10.007   DOI
32 Robert, D., & John, R. (1982). Store atmosphere: An environmental psychology approach. Journal of Retailing, 58(1), 34-57.
33 Rosenberg, M. (2017). The self-concept: Social product and social force. London: Routledge.
34 Sautter, P., Hyman, M. R., & Lukosius, V. (2004). E-tail atmospherics: A critique of the literature and model extension. Journal of Electronic Commerce Research, 5(1), 14-24.
35 Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357-365. https://doi.org/10.1016/j.bushor.2009.03.002   DOI
36 Richter, A., & Koch, M. (2008). Functions of social networking services. NJ: Sage.
37 Lieberman, J. N. (1977). Playfulness: Its relationship to imagination and creativity. Cambridge, MA: Academic Press.
38 Song, S., & Yoo, M. (2016). The role of social media during the pre-purchasing stage. Journal of Hospitality and Tourism Technology, 7(1), 84-99. https://doi.org/10.1108/JHTT-11-2014-0067   DOI
39 Hulland, J. (1999). Use of partial least squares (PLS) in strategic management research: A review of four recent studies. Strategic Management Journal, 20(2), 195-204. https://doi.org/10.1002/(SICI)1097-0266(199902)20:2<195::AID-SMJ13>3.0.CO;2-7   DOI
40 Jacoby, J. (2002). Stimulus-organism-response reconsidered: An evolutionary step in modeling (consumer) behavior. Journal of Consumer Psychology, 12(1), 51-57. https://doi.org/10.1207/S15327663JCP1201_05   DOI
41 Ringle, C. M., Wende, S., & Becker, J. M. (2015). SmartPLS 3. Boenningstedt: SmartPLS GmbH. NJ: Sage.
42 Kang, J., Tang, L., & Fiore, A. M. (2014). Enhancing consumer-brand relationships on restaurant Facebook fan pages: Maximizing consumer benefits and increasing active participation. International Journal of Hospitality Management, 36, 145-155. https://doi.org/10.1016/j.ijhm.2013.08.015   DOI
43 Smits, M., & Mogos, S. (2013). The impact of social media on business performance. New York: Harper & Collins.
44 Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423. https://doi.org/10.1037/0033-2909.103.3.411   DOI
45 Porcu, L., del Barrio-Garcia, S., Alcantara-Pilar, J. M., & Crespo-Almendros, E. (2017). Do adhocracy and market cultures facilitate firm-wide integrated marketing communication (IMC)? International Journal of Advertising, 36(1), 121-141. https://doi.org/10.1080/02650487.2016.1185207   DOI
46 Barenblatt, C. (2015). Marketing to millennials. New York: Freeman.
47 Bartholomew, K., & Horowitz, L. M. (1991). Attachment styles among young adults: A test of a four-category model. Journal of Personality and Social Psychology, 61(2), 226-244. https://doi.org/10.1037//0022-3514.61.2.226   DOI
48 Bowlby, J. (1982). Attachment and loss. NJ: Basic Books.
49 Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79-89. https://doi.org/10.1007/s11002-006-4219-2   DOI
50 Casey, S. (2017). Nielsen social media report. UK: Nielsen.
51 Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2003). Empirical testing of a model of online store atmospherics and shopper responses. Psychology and Marketing, 20(2), 139-150. https://doi.org/10.1002/mar.10064   DOI
52 Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential value: Conceptualization, measurement, and application in the catalog and Internet shopping environment. Journal of Retailing, 77(1), 39-56. https://doi.org/10.1016/S0022-4359(00)00045-2   DOI
53 Panigyrakis, G., Panopoulos, A., & Koronaki, E. (2020). All we have is words: Applying rhetoric to examine how social media marketing activities strengthen the connection between the brand and the self. International Journal of Advertising, 39(5), 699-718. https://doi.org/10.1080/02650487.2019.1663029   DOI
54 Grisaffe, D. B., & Nguyen, H. P. (2011). Antecedents of emotional attachment to brands. Journal of Business Research, 64(10), 1052-1059. https://doi.org/10.1016/j.jbusres.2010.11.002   DOI
55 Wu, C. H. J., & Liang, R. D. (2009). Effect of experiential value on customer satisfaction with service encounters in luxury-hotel restaurants. International Journal of Hospitality Management, 28(4), 586-593. https://doi.org/10.1016/j.ijhm.2009.03.008   DOI
56 Park, C. W., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74(6), 1-17. https://doi.org/10.1509/jmkg.74.6.1   DOI
57 Wittmer, A., & Rowley, E. (2014). Customer value of purchasable supplementary services: The case of a European full network carrier's economy class. Journal of Air Transport Management, 34, 17-23. https://doi.org/10.1016/j.jairtraman.2013.07.002   DOI
58 Woodall, T. (2003). Conceptualizing "value for the customer": An attributional, structural, and dispositional analysis. Academy of Marketing Science Review, 12(1), 1-42.
59 Chen, S. C., & Lin, C. P. (2019). Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. Technological Forecasting and Social Change, 140, 22-32. https://doi.org/10.1016/j.techfore.2018.11.025   DOI
60 Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern Methods for Business Research, 295(2), 295-336.
61 Escalas, J. E., & Bettman, J. R. (2003). You are what they eat: The influence of reference groups on consumers' connections to brands. Journal of Consumer Psychology, 13(3), 339-348. https://doi.org/10.1207/S15327663JCP1303_14   DOI
62 Gold, A. H., Malhotra, A., & Segars, A. H. (2001). Knowledge management: An organizational capabilities perspective. Journal of Management Information Systems, 18(1), 185-214. https://doi.org/10.1080/07421222.2001.11045669   DOI
63 Ren, Y., Harper, F. M., Drenner, S., Terveen, L., Kiesler, S., Riedl, J., & Kraut, R. E. (2012). Building member attachment in online communities: Applying theories of group identity and interpersonal bonds. MIS Quarterly, 36(3), 841-864. https://doi.org/10.2307/41703483   DOI
64 Dwivedi, A., Johnson, L. W., Wilkie, D. C., & De Araujo-Gil, L. (2019). Consumer emotional brand attachment with social media brands and social media brand equity. European Journal of Marketing, 53(6), 1176-1204. https://doi.org/10.1108/EJM09-2016-0511   DOI
65 Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139-152. https://doi.org/10.2753/MTP1069-6679190202   DOI
66 Dam, T. C. (2020). Influence of brand trust, the perceived value on brand preference, and purchase intention. Journal of Asian Finance, Economics, and Business, 7(10), 939-947. https://doi.org/10.13106/jafeb.2020.vol7.no10.939   DOI
67 De Vries, L., Gensler, S., & Leeflang, P. S. H. (2012). The popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83-91. https://doi.org/10.1016/j.intmar.2012.01.003   DOI
68 Grace, D., & O'Cass, A. (2004). Examining service experiences and post-consumption evaluations. Journal of Services Marketing, 18(6), 450-461. https://doi.org/10.1108/08876040410557230   DOI
69 Escalas, J. E. (2004). Narrative processing: Building consumer connections to brands. Journal of Consumer Psychology, 14(1-2), 168-180.   DOI
70 Puspaningrum, A. (2020). Social media marketing and brand loyalty: The role of brand trust. Journal of Asian Finance, Economics, and Business, 7(12), 951-958. https://doi.org/10.13106/jafeb.2020.vol7.no12.951   DOI
71 Perera, C. H., Nayak, R., & Van Nguyen, L. T. (2019). Role of social word-of-mouth on emotional brand attachment and brand choice intention: A study on private educational institutes in Vietnam. Hanoi: Business and Management Conferences.
72 De Ruyter, K., Wetzels, M., Lemmink, J., & Mattson, J. (1997). The dynamics of the service delivery process: A value-based approach. International Journal of Research in Marketing, 14(3), 231-243. https://doi.org/10.1016/S0167-8116(97)00004-9   DOI
73 Ahmed, M. A., & Zahid, Z. (2014). Role of social media marketing to enhance CRM and brand equity in terms of purchase intention. Asian Journal of Management Research, 4(3), 533-549.
74 Yadav, M., & Rahman, Z. (2018). The influence of social media marketing activities on customer loyalty. Benchmarking, 25(9), 3882-3905. https://doi.org/10.1108/BIJ-05-2017-0092   DOI
75 Yan, Q., Wu, S., Wang, L., Wu, P., Chen, H., & Wei, G. (2016). E-WOM from e-commerce websites and social media: Which will consumers adopt? Electronic Commerce Research and Applications, 17, 62-73. https://doi.org/10.1016/j.elerap.2016.03.004   DOI
76 Koronaki, E., Kyrousi, A. G., & Panigyrakis, G. G. (2018). The emotional value of arts-based initiatives: Strengthening the luxury brand-consumer relationship. Journal of Business Research, 85, 406-413. https://doi.org/10.1016/j.jbusres.2017.10.018   DOI
77 Jiang, Z., Chan, J., Tan, B. C., & Chua, W. S. (2010). Effects of interactivity on website involvement and purchase intention. Journal of the Association for Information Systems, 11(1), 1.   DOI
78 Keng, C. J., Huang, T. L., Zheng, L. J., & Hsu, M. K. (2007). Modeling service encounters and customer experiential value in retailing. International Journal of Service Industry Management, 18(4), 349-367. https://doi.org/10.1108/09564230710778137   DOI
79 Keng, C. J., & Ting, H. Y. (2009). The acceptance of blogs: Using a customer experiential value perspective. Internet Research, 19(5), 479-495. https://doi.org/10.1108/10662240910998850   DOI