Does brand association, brand attachment, and brand identification mediate the relationship between consumers' willingness to pay premium prices and social media marketing efforts?
by Ruturaj Baber; Prerana Baber; Sumit Narula; Rahul Pratap Singh Kaurav
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 15, No. 6, 2024

Abstract: This study investigates the effects of social media marketing efforts (SMME) on smartphone brand identification, attachment, association, and willingness to pay premium prices. A survey of 320 smartphone users who followed official social media handles managed by smartphone companies was conducted for this purpose. PLS-SEM was used to analyse the collected data. The findings demonstrated importance of SMME dimensions. According to the study's findings, the smartphone brand's SMMEs had significant impact on brand identification, brand association, and brand attachment. The results revealed that SMMEs had significant impact on willingness to pay the premium price. The findings also show that brand identification, attachment, and association mediated the relationship between SMMEs and willingness to pay a premium price. The findings of this study will be useful in developing social media marketing strategies for smartphones. This study demonstrates the use of social media marketing to promote mobile phones, particularly in emerging markets.

Online publication date: Wed, 02-Oct-2024

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