An Integrated Model of Social Media Brand Love: Mediators of Brand Attitude and Consumer Satisfaction

Increasing acceptance of social media among users show that consumers are making deep emotional connections with them. The purpose of this study is to apply the concept of brand love to social media as a brand and investigate its antecedents and outcomes via examining the mediating effect of consume...

Full description

Saved in:
Bibliographic Details
Published in:Journal of relationship marketing (Binghamton, N.Y.) N.Y.), 2021-10, Vol.20 (4), p.319-348
Main Authors: Arghashi, Vahideh, Bozbay, Zehra, Karami, Azhdar
Format: Article
Language:English
Subjects:
brand attitude
Brand identification
brand image
Customer satisfaction
satisfaction
social media brand love (SMBL)
Social networks
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Increasing acceptance of social media among users show that consumers are making deep emotional connections with them. The purpose of this study is to apply the concept of brand love to social media as a brand and investigate its antecedents and outcomes via examining the mediating effect of consumer satisfaction and attitude in social media brand love that eventually leads to positive brand outcomes. In total, 461 valid questionnaires were collected from Turkish students who have active accounts on social media (Instagram, Facebook, LinkedIn, or Twitter). Structural equation modeling (SEM) and Hayes Process macro were conducted to assess the hypothesizes. Findings supported the conceptual model and confirmed the significant relationships between focal variables. The study suggested that social media managers can use communication strategies to increase brand identification, brand image, and consumer satisfaction to improve their attitudes toward social media and develop brand love and positive brand outcomes.
ISSN:1533-2667
1533-2675
DOI:10.1080/15332667.2021.1933870