The Impact of Social Media Activities on Emotional Attachment with the Mediating Role of Brand Image and Brand Commitment of Retail Sector

Abstract

The purpose of social media networks in creating emotional attachment, especially with respect to Pakistan’s retail industry, is understudied. The social media role is an emergent field of research in retail industry. Social networking is an efficient tool to make sales grow, but small-scale companies do not seize the chance of using social media activities. The common issue in business is that certain companies do not make sufficient use of social media in marketing leadership. The corporate issue mentioned in the current study is particularly which certain retail companies do not participate in social media activities i.e. SMI, SMB, SMR and BPC which leads to a constructive brand image and customer’s brand loyalty emotionally. Positivism Philosophy is used in this study. Deductive Approach is applied which is used for developing an existing theory-based hypothesis. Investigating research is used in this study. It is a quantitative study; the information was compiled using online survey. Data was collected by utilizing adapted questionnaire from 384 customers of top 10 fashion retail brands in Pakistan. Social media marketing theory and attachment theory are used. Convenience sampling technique is used that is the type of nonprobability sampling. The results of structural model demonstrate the influence of Social Media Activities on Brand Image and Brand Commitment respectively and all the hypothesis are supported except the influence of Social Media Rewards on Brand Commitment as it is not supported.