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

• 발행기관: 한국유통과학회
• 저자명: Mrestyal KHAN Sana RUBAB Tahir Mumtaz AWAN Maaz KHAN Nida MALIK Muhammad DANIYAL
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 9 No.6, 219~230쪽, 전체 12쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2022.06.30

영문 초록

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 selfadministered 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.

목차

1. Introduction

2. Literature Review and Hypothesis Development

3. Data and Methodology

4. Data Analysis and Results

5. Conclusion

References

키워드

Social Media Marketing Activities Perceived Value Self-Brand Connections Brand Attachment