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

Abstract 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.