Like it or not! Brand communication on social networking sites triggers consumer-based brand equity

This study examines how brand communication influences consumer-based brand equity (BEQ) through social networking sites in the presence of brand attachment (BAT) as a mediator. The outcomes related to consumer-BEQ, such as consumers’ pay intention and loyalty to a brand and a brand’s vocal ability, are also explored in this study. An empirical investigation for 498 responses was carried using Smart-PLS, Process-macro & artificial neural network modeling based hybrid approach. The analysis indicates that brand consumer-BEQ is high when a brand’s communication on social media platforms is positive. A strong mediating role of BAT is confirmed. The study is unique in terms of explaining the role of brand communication on social networking sites and its impact on consumer-BEQ in the presence of BAT as a mediator. While focusing on Millennials’ tech-savvy characteristics and considering SNSs as an advanced tool for brand communication, brands should refine their marketing strategy.