Do brands’ social media marketing activities matter? A moderation analysis

Abstract

Considering the increased interest in the role that a brand's social media marketing activities (SMMA) play in providing better experiences, the current study examines associations among SMMA, brand experience, purchase intention, and attitude towards the brand. This study also assesses the customer generation (Millennials vs. Non-Millenials) and customer engagement level (high vs. low) as moderators in the SMMA-brand experience link. 413 responses were collected from individuals who follow a brand on social media and employed structural equation modelling for the analysis purpose. The results suggest an essential role of SMMA in driving brand experience, purchase intention, and attitude towards the brand. Results also establish that the SMMA-brand experience link varies across consumer generation (Millennials vs. Non-Millenials) and customer engagement level (high vs. low) with the brand's SMMA. These results aid marketers in realizing the role of consumers' generation and their engagement level relating to SMMA-brand experience relationship. The study concludes with implications, limitations, and future research avenues.