JEBV Vol2, Issue1, 2022

Journal of Entrepreneurship
Volume 2, Issue 1, 2022

And Business Venturing PP. (33-59)
_____________________________________________________________________________________
The impact of Social Media Activities on Emotional Attachment with the

Mediating role of Brand Image and Brand Commitment of retail sector
*1Summan Imtiaz, 2Irum Nasim

1&2
Affiliation: Superior University, Lahore
*Corresponding Author: sumiimtiaz711@gmail.com
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.
Keywords: Social media activities, brand page commitment, social media interactivity, social
media benefits, social media rewards, brand image, brand commitment, emotional attachment.
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Journal of Entrepreneurship and Business Venturing Volume 2, Issue 1, 2022, PP. (33-59)
1.1 Introduction:
Digital marketing took the lead in the marketing world, integration of technology is creating a
highly engaging environment for customers, especially on social media (Ananda et al., 2019). For
instance, Facebook and Instagram have confirmed that on a daily basis, there are approximately 2
and 1 billion active users, simultaneously (Koay et al., 2020). These figures therefore show an
opportunity to use social media networks as marketing media for companies (Yadav & Rahman,
2018).
Companies typically function and flourish in the exchange of knowledge and contact with new
and current customers, hoping that brand recognition and brand image are generated, eventually
boosting their sales (Kunja & GVRK, 2018). The aspects of social media networking give
companies the chance to reach their customers directly. These interaction practices can include the
processing of customer complaints which can affect their decision-making process positively
(Koay et al., 2020). Evidently, 93% of social media users agree that all organizations need to
engage in social media because it is cheaper and better than other conventional media like radio,
the newspaper and magazines (Ashraful Azam Khan et al., 2020).
More lately, (Prasad, Marketing, 2019) reported a research on Social Media Marketing and brand
building in India found that cooperative SMMs with response mechanism as well as Electronic
Word of Mouth with brand emphasis has a significant role to play in building long lasting brand
trust and CBE, therefore supporting consumer desire. It is clear that preliminary researches identify
the important role of SMM in building belief and the connection with customers that in turn result
in positive business outcomes.
(Simon & Tossan, 2018) proposed that the social exchange of brand-consumers has a major effect
on Customer Brand Engagement, acclaiming to strengthen customer brand identity. CBE’s leading
marketing viewpoint argues for the importance of digital customer engagement and relationships
with customers in the build-up of CBE (Bento et al., 2018), together with marketer’s
encouragement to create brand experience with various types of SMM (Simon & Tossan, 2018).
The engagement between customers and brands also helps brands create new products as
consumers share their thoughts and response on latest products (Hidayat & Are, 2018). The
progress of SM enlarged the number of customers reviewing EWOM-based brands and products
34
Imtiaz The impact of social media……
(Ananda et al., 2019). This is likely to have a constructive impact on the assessment of products
and facilities that compel customers to engage in further conceptual reading of EWOM
(Krishnamurthy & Kumar, 2018).
Brand image creates the impression that customers link their opinion, directly and implicitly with
branded goods and services (Huang et al. 2019). The positive brand image of companies reflects
customer’s positive attitudes to their goods, services and other characteristics, which enable them
to revisit companies and re-purchasing (Prabowo et al., 2019). Prior researches indicated that brand
image is positively related to consumer repurchase intent (Huang et al. 2019). Consumers build an
emotional bond to retail items (Yen et al., 2018).
Facebook is a significant web site used by businesses to reach potential buyers to notify, convince
and prompt users about different products and services (Qazi, 2018). The Facebook brand pages
have characteristics which identify them as online communities as well as features which
distinguish them from traditional online communities. Businesses make use of their Facebook
brand pages to contact customers, which enables them to produce a large part of the content. The
Facebook brand pages however often encourage members to connect, which enables members to
create content on their page. Now it's a strong marketing tool for businesses with over 60 million
companies that have a Facebook brand page (Kocakoyun & Bicen, 2017).
Social media is a digital tool that allows users to quickly create and share content with the target
audience. Social media consists of various websites and apps. Instagram and Facebook are
designed to enhance images and videos sharing and Twitter focuses on connection with the sharing
of brief written communications. Anyone who has internet access can register for an account on
social media. Users can use this account to share any content they like, and anyone who visits their
page or profile can share content (Matthew Hudson 2020). The purpose of social media networks
in creating emotional attachment, especially with respect to Pakistan’s retail context, is
understudied (Barreda et al., 2020). Social networking is an efficient tool to make sales grow,
however micro business does not take the chance to use social media activities (Kwayu et al.,
2018).
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The objectives of this study are as follows:
• To examine the effect of Social Media Activities on Emotional Attachment.
• To examine the mediating effect of Brand Image between Social Media Activities and
Emotional Attachment.
• To examine the mediating effect of Brand Commitment between Social Media

Activities and Emotional Attachment.
Following are the research questions:

1. Does Social Media Activities effect Emotional Attachment?
2. Does Brand Image mediate the relationship between Social Media Activities and
Emotional Attachment?
3. Does Brand Commitment mediate the relationship between Social Media
Activities and Emotional Attachment?
Social media activities primarily focused on travel industry relative to the retail industry. Social
networking activities have been focused on interactive social media, social media advantages, and
social media benefits. Social networking has grown since mid-2000s and researchers and
professionals are keen to learn how businesses use social media to understand markets(Atanassova,
2015). The results from this study can be used by businesses to enhance their practices by
recognizing the social media behaviors that retail businesses use for generating sales growth.
Business owners might relate with their customers using social media and build customer
emotional connection. Businessmen may try fresh ways of conducting business using social media
built on creative ideas like sharing as well as team work(S Jiang, 2016).
In the current study, the impact of SMA on BI and BC, and the impact of BI and BC on EA has
been explored in retail sector. Results provide more evidence for the research model based on the
hypothesis. Among the reasons there are statistically important and substantial connections. It was
found that the interactivity of the social media and social media incentives had both a favorable
effect on the brand image as customers use social media websites for online shopping(AA Barreda,
2020).
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The research revealed that SMA comprising psychological benefits strongly effect BC as
consumers make use of social media platforms. This indicates that clothing brands must ensure
that people earn social media benefits (e.g. cash and participant benefits) by accessing the websites.
These SMBs and rewards must be periodically given and personalized to the customer's profile
and engagement(AA Barreda, 2020).
Brand image and brand commitment have a major theoretical impact on emotional commitment
as customers use social media, which suggests that brands must take account in the retail sector of
creating a brand image by generating favorable emotions, unforgettable experiences, perceptions
and assessments of brand .Such retail brands need to strive for building a relation with SM
consumers to see this relationship as a valuable means of improving their long-term emotional
connection with their favorite clothing brand(AA Barreda, 2020).
The results of current study have significant functional impact in the retail setting. Social media
practices, especially interactivity in social media and social media incentives, will develop brands
and strengthen brand commitment, leading to connect social media users emotionally to the desired
clothing brand. To allow social media consumers to sense the brand's positive image and continue
to want a real and valuable relation with a brand, employees may utilize the social media to offer
benefits and incentives for social media(AA Barreda, 2020).
As shown in this research, focusing on social media activities through greater interactivity, rewards
and benefits can enable marketers to build brand commitment with consumers in addition to
increase the brand image among social media users. In addition, brand image and brand
commitment favorably influence emotional commitment(AA Barreda, 2020).
The prior study examined the effect of social media practices on emotional attachment in the travel
industry, including SMI, SMB and SMR, BI and BC (Barreda et al., 2020). This research has filled
the gap by testing the proposed model for customers in other sectors, particularly in retail industry,
and by using social media channels other unexamined building brands can be further explained.
As it is an investigating research to develop EA in an online retail store, additional constructs,
including BPC, are taken into account in the current study (Barreda et al., 2020).
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2. Literature Review:
The presented theoretical framework includes 3 distinct SMA for investigating the effects on the
process of developing a strong brand image and a brand commitment on the brand's emotional
connection to a patterned emotional attachment. They comprise Social Media Attachment, Brand
Image, Brand Commitment, and Emotional Attachment. The dependent variable is emotional
attachment.
2.1 Social media activities

Social networking practices as of a hypothetical viewpoint include digital social media, SMBs and
social network advantages (Hutter et al., 2013). In order to determine the effect that online
shopping activities on social media sites have upon the creation of branded components, as well
as brand recognition and brand interaction, we have used these three specific social media
frameworks.
2.1.1 Brand page commitment

Brand page interaction is a tool for developing relationships between brands and their customers.
Since customers have a direct consumer-related feeling. The physiological effect on customer
consciousness is positive (Hutter et al., 2013). Consumers believe it is necessary to engage directly
with brands in social media. The popularity of the brand has increased with consumers. You feel
like a team that is interconnected. The engagement of the brand page persuades consumers to buy
a brand (Hutter et al., 2013).
H1. Brand page commitment is positively related to brand image.
H2. Brand page commitment is positively related to brand commitment.
2.1.2 Social media interactivity

The cooperative events are considered to have a societal impact on customers in a way that they
judge the brand and feel affiliated. As a result, their principles, services, products and activities are
attached and satisfied (Yadav & Rahman, 2017). In retail setting, Social Media Interactivity helps
people in engaging to make conversations as well as contact in real time (S et al., 2020). Social
Media enables customers for exchanging views of fellows upon significant matters and effect their
choices on main issues (T. K. Huang et al., 2018). In the current study, SMI is the extent once
people as well as brands connect freely irrespective of time and distance, exchanging information
38
related to their brands on social media sites in real time. (Hudson et al., 2016) propose that a
negative or positive image of service brand in the mind of customers is the predicted social media
interactivity experience. In other words, a cognitive representation is generated while customers
interact with brand. The use of promises of products and services to build a mental picture of the
desired interactions of the customer is a core feature of social media interactivity.
H3. Social media interactivity is positively related to brand image.
H4. Social media interactivity is positively related to brand commitment.
2.1.3 Social media benefits

The usage of social media sites (T. K. Huang et al., 2018) provides considerable gain to SMB
aspects. In the current study, the psychological incentives of social media are to the extent that SM
network consumers see using social media as fun and friendly and enjoyable. Psychological
advantages of social media need to be accomplished in a reciprocal way through continuous
contact and activity (Parra-López et al., 2011).
Previous research (Micu et al., 2019) indicates that psychological benefits help to ensure that
positive brand impressions are delivered. These expectations are a crucial factor in creating a
positive and powerful picture of the brand. SMB has the potential to strengthen customer relations
and to exceed the standards, brand evaluations, associations and opinions of customers across
social media channels. When consumers are getting psychological benefits, they feel inspired to
behave and to feel affected by a brand (Reha Saydan, 2013).
H5. Social media benefits are positively related to brand image.
H6. Social media benefits are positively related to brand commitment.
2.1.4 Social media rewards

There are three different incentive categories: extraneous, inherent and societal (Super 1980),
which are widely accepted. Extrinsic incentives explain how concrete and immaterial morals like
monetary rewards are given by an individual's environment. Intrinsic rewards are the degree to
which the atmosphere of a person brings immaterial benefits, which provide inner results to
39
enhance and fulfill the psychological needs such as task autonomy. In the community in which
participants participate, social incentives apply to the extent to which positive interpersonal
connections, for example, are available (Williamson et al., 2009). Rewards for social media have
a powerful impact on an organization’s dedication (Quan-Haase & Young, 2010). Moreover,
(Harrigan et al., 2017) suggest the acceleration of group engagement and community image
rewarding practices by using online groups and social media networks. (Xie et al., 2015), for
example, say monetary and mental benefits persuade customers to join in a bit more closely in an
online circle, for interacting a bit closely with business and its goods as well as for connecting with
brand more actively.
Likewise, (Hartmann et al., 2012) both in terms of financial and psychological incentives, are
expected to lead people to acquire more and to boost the customer image and positive brand
assessment. Notice that the theory of social exchange shows that each action and interpretation is
essentially directed towards fulfilling one self’s desires. People should therefore take premises and
benefits as signals to contribute and view the brand favorably, by means of concrete and immaterial
advantages. Zheng et al. (2015) proposes the social media that it is primary driver to view a brand
as positive for the value of psychological and tangible incentives (Gensler et al., 2015).
H7. Social media rewards are positively related to brand image.
H8. Social media rewards are positively related to brand commitment.
2.2 The mediating role of Brand image

Cretu et al. propose that Brand Image is a series of brand views shown using individual
connections. The combined effects of observable and subjective brand associations are brand
pictures. The brand image, (A. Alhaddad, 2014) suggests that it is brand connected with a number
of connections, comprising brand assessment, positive claims, pictures as well as traits. (Zhang
2015) relatively proposes that people create positive views in various businesses over manifold
discovery of brand symbols. In retail industry, (Latif et al., 2015) discovered that BI stands out in
a constantly changing market for brand messages from the competitive brands. We believe that the
brand image in the present research is the point to which SM sites help buyers for identifying the
reputation of the brand, develop favorable assessments and create a positive opinion on the
retailing brand. The primary reason for a desirable assessment is to confirm that the name of buyer
40
is differentiated as critical issue. Only a few scientists studied the impact of online brand images
on the emotional attachment of retail buyers. (A. A. Alhaddad & Alhaddad, 2015) conclude that
the brand image has a positive impact on the consumer's appetite that ultimately reinforces brand
reactions for instance choosing to have services or goods from the exact brand and paying prices.
H9. Brand image is positively related to emotional attachment when using social media sites.
2.3 The mediating role of Brand commitment

Commitment is defined as an ongoing desire to continue a meaningful and priceless connection
(Erciş et al., 2012). Commitment refers to whether the relationship between the brands and
consumers should be untold or specifically guaranteed to remain stable (Fu et al., 2017). Within
this frame of reference, the persisting effort is essential. The brand commitment refers differently
to how committed individuals are while using social media networks in relation to
their favorite brand. Therefore, a person dedicated to a bond likely to sustain a connection and put
effort to encourage that commitment (Wong & Gao, 2014). Engagement therefore specify the
relationship that an individual has with a person or organization (Cifci & Erdogan, 2017). In terms
of retailing, brand commitment shows that a customer has a relationship because when using social
media platforms, the customer demonstrates a solid connection with the brand of preference (Cifci
& Erdogan, 2017).
H10. Brand commitment is positively related to emotional attachment when using social media
sites.
2.4 Emotional attachment

An interaction between an employee and another person may be a connection (Vlachos et al.,
2010). Emotional Attachment explains the relation that persons as well as companies experience
on the development of personality and private relations forever (Kinniburgh et al., 2005).
Connections to the attachment are structured in early childhood (Gu & Ryan, 2008) These
connections continue in all phases of life when people start liking other persons, wildlife, things,
products as well as places (Esch et al., 2006) because literature on psychology depicts, EA, and
the willingness of keeping connection permanently indicate a positive behavior of persons towards
the attached person or entity The branding literature indicates that a sustainable relation between
41
company and clients could be an emotional attachment (Dunn & Hoegg, 2014). It includes the
intuitive features of a brand, which include a solid connecting, caring and passionate feeling
(Hwang et al., 2019).
A number of important retail researches show that social media activities have an impact on the
way customers feel about their preferred brands and thus effect emotional branding (Hudson et al.,
2015). (Ma & Chan, 2014) also proposes in social media networks, consumers usually make a
solid emotional relationship with the passage of time. The present research indicates how much
use of social media networks influences the relation, recognition and bond towards the retail brand.
Social media customers can grow a strong emotional link with the preferred brand in this sense
when they use these sites.
2.5 Attachment Theory:

(Hinson et al., 2019) categorized attachment in two ways: an attachment dependent on identity and
a bond. An attachment based on identity here is explained as the customer's insight of connection
towards specific brand (Stokburger-Sauer et al., 2012). An emotional relation between an
individual and a brand results from a link-based attachment. Consumers thus convey their loyalty
to a brand by constant emotional connection and recognition (Hinson et al., 2019).
2.6 Chaffey’s Theory:

Devised by Chaffey (2012), the theory indicates that contact and social interaction are integral to
social behavior and eventually to consumer behavior. Social media marketing then uses these
networks to affect viewpoints on various goods and services, and eventually to cause them to buy
and even keep a brand loyal. This theory concentrates on social media as a podium for relationship
development. With these experiences, the organization and its customers form a positive
association. The purpose of this theory is to bring the effects of social media marketing to a new
perspective (Heinze et al., 2016). It not only instantly impacts, but also ensures the success of
company in the long term by creating an enduring partnership with customers. It also needs a quick
assessment and a vital monitoring of social media marketing's long-term advantages. However,
the theory does not set out the criteria for its implementations.
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Conceptual Framework:
I.V Mediator D.V
Social Media Branding Outcome

Activities Elements
Brand Page
Commitment Brand Image
Social Media
Interactivity Emotional
Attachment
Social Media Brand

Benefits Commitment
Social Media
Rewards
There are four independent variables: Brand Page Commitment, Social Media Interactivity, Social
Media Benefits, and Social Media Rewards. Two mediating variables: Brand Image, Brand
Commitment and Emotional Attachment as dependent variable used in this study.
3. Methodology:
Sampling design and data collection
The present study has adopted a positivist approach. Under this approach, a survey method has
been deployed. An explanatory research framework was proposed that was aimed at investigating
how one variable affects the other. Moreover, researchers have also adopted a deductive reasoning
approach to develop a research model and hypotheses which is also harmonious with the positivist
approach.
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The present study employed a quantitative technique to propose a framework that involved 384
customers associated with retail clothing brands in Pakistan. Through this approach, this study
intended to investigate how Social Media Activities affect customer’s emotional attachment. A
non-random, non-probability convenience sampling technique was deployed for this purpose. A
partial least squares (PLS) technique was used to test the proposed model. The SmartPLS (3.2.9)
was used to determine the structural and measurement model. To test the theoretical model, a
sample was collected from customers of different retail clothing brands in Pakistan.
A survey-based online questionnaire was administered to the customers of Khaadi, GulAhmed,

Outfitters Ethnic, Nishat Linen and Sapphire which are core brands of retail clothing. A
convenience sampling technique was adopted for this purpose. The data were obtained between
February 2021 and April 2021.
The valuation items for all the variables have been adjusted by the literature. The reason behind
the current investigation is for recognizing the relation amongst Social Media Attachment, Brand
Image, Brand Commitment and Emotional Attachment of fashion retail industry’s customers.
Measurement items are given in the Appendix.
Measurement items for Social media interactivity were adapted from (Holt, 1997) and (Jacoby &
Chestnut, 1978) 3 items were taken. 3 items for Social media beneﬁts were taken from (Y. Wang
& Fesenmaier, 2004) (Parra-López et al., 2011). SMR’s 3 items were taken from (Lee and Kim
2005). To measure Brand Page commitment 5 items were taken from (Hutter et al., 2013). Brand
image 3 items were taken from (Low & Lamb, 2000). 2 items for Brand commitment were taken
from (Verhoef et al., 2002). Emotional attachments’ 6 items were taken from (McAlexander et al.,
2003).
4.1 Data Analysis:

Data analysis is done by using Partial Least Squares SmartPLS 3 software. In order to determine
the measuring model's ability, a three-phase method has been used, which is the confirmatory
factor analysis (CFA). Secondly, a reliability test has been used. In conclusion, the total model for
the calculation and the structural model has been measured. Lastly, the final measurement and
structural model has been measured. Data collection has been analyzed with the Statistical Package
44
for Social Sciences SPSS 20. The Cronbach Alpha is determined for the scale reliability of the
models (Barreda et al., 2020).
4.1.1 Demographic Analysis:
Table 1
Demographic Categories Frequency Percent

Variables
Gender Male 170 44.3
Female 214 55.7
Age 15 – 25 years 266 69.3
26 – 35 years 106 27.6
36 – 45 years 6 1.6
Over 45 years 6 1.6
Khaadi 104 27.1
Brand
Preference
GulAhmed 102 26.6
Outfitters 127 33.1
Nishat Linen 5 1.3
Sapphire 46 12.0
Weekly 17 4.4
How often do
you shop
Monthly 83 21.6
Occasionally 146 38.0
Seasonally 138 35.9
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Measurement Model Assessment:

4.1.2 Convergent Validity:
Table 2
Constructs Items Loadings CR AVE

BC BC 0.888 0.898 0.814
BC2 0.916
BI BI 0.83 0.9 0.751
BI2 0.893
BI3 0.876
BPC BPC2 0.849 0.854 0.66
BPC3 0.79
BPC5 0.798
EA EA 0.823 0.923 0.668
EA2 0.834
EA3 0.899
EA4 0.835
EA5 0.777
EA6 0.724
SMB SMB2 0.878 0.903 0.824
SMB3 0.936
SMI SMI 0.968 0.891 0.735
SMI2 0.881
SMI3 0.702
SMR SMR 0.826 0.896 0.743
SMR2 0.903
SMR3 0.855
For Measurement Model, factor loadings, average variance extracted and composite reliability
were measured. The factor loadings must be ≥ 0.5, the AVE values must be ≥ 0.5 and CR values
46
must be ≥ 0.7 (Hair et al., 2019). As you can see in Table 2, the AVE values were above 0.5 and
CR values were above 0.7. Similarly, the factor loadings were accepted with merely three loadings
below 0.7 were deleted.
4.1.3 Discriminant Validity (HTMT):
Table 3
Variables Brand Brand Brand Page Emotional Social Social Social

Commitment Image Commitment Attachment Media Media Media
Benefits Interactivity Rewards
BC
BI 0.628
BPC 0.79 0.52

EA 0.821 0.71 0.818
SMB 0.444 0.29 0.767 0.502
SMI 0.617 0.6 0.525 0.506 0.5
SMR 0.423 0.39 0.717 0.663 0.3 0.3
Discriminant Validity by using the HTMT measure was evaluated as (Jörg Henseler, 2015)
suggested and (G Franke, 2019) added, the HTMT values must be ≤ 0.85 (the rigid standard)
otherwise ≤ 0.90 (the moderate standard). As you can see in Table 3, the values of HTMT were
below the rigid standard of ≤ 0.85. Hence, it can be concluded that respondents agreed that the
seven constructs were distinctive. Ultimately, these validity tests indicate that the measurement
items were valid as well as reliable.
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Structural Model Assessment:

4.1.4 Path Analysis (Direct Hypothesis):
Table 4
Original Standard T Statistics P Values Decision

Sample Deviation
BC -> EA 0.522 0.049 10.716 0 Support
H1
BI -> EA 0.345 0.05 6.844 0 Support
H2
BPC -> BC 0.539 0.062 8.644 0 Support

H3
BPC -> BI 0.245 0.069 3.546 0 Support
H4
SMB -> BC -0.121 0.058 2.087 0.037 Support
H5
SMB -> BI -0.109 0.058 1.867 0.062 Support
H6
SMI -> BC 0.338 0.047 7.146 0 Support
H7
SMI -> BI 0.411 0.043 9.581 0 Support
H8
SMR -> BC -0.012 0.048 0.239 0.811 Rejected
H9
SMR -> BI 0.121 0.04 3.056 0.002 Support
H10
The Path Analysis table shows the direct hypothesis. H1 shows the effect of Brand Commitment
on Emotional Attachment. H1 is supported because its P value is 0 which is less than 0.05 and its
T value is 10.716 which is greater than 1.645. H2 shows the impact of Brand Image on Emotional
Attachment. H2 is supported because its P value is 0 which is less than 0.05 and its T value is
6.844 which is above 1.645. H3 shows influence of BPC over Emotional Attachment. H3 is
supported because its P value is 0 which is less than 0.05 and its T value is 8.644 which is above
1.645. H4 shows influence of BPC on BI. H4 is supported because its P value is 0 which is less
than 0.05 and its T value is 3.546 which is above 1.645. H5 shows influence of Social Media
Benefits on BC. H5 is supported because its P value is 0.037 which is less than 0.05 and its T
value is 2.087 which is above 1.645. H6 shows influence of Social Media Benefits on BI. H6 is
supported because its P value is 0.062 which is less than 0.05 and its T value is 1.867 which is
above 1.645. H7 shows influence of Social Media Interactivity on BC. H7 is supported because
its P value is 0 which is less than 0.05 and its T value is 7.146 which is above 1.645. H8 shows
48
influence of Social Media Interactivity on BI. H8 is supported because its P value is 0 which is
less than 0.05 and its T value is 9.581 which is above 1.645. H9 shows influence of Social Media
Rewards on BC. H9 is not supported because its P value is 0.811 which is greater than 0.05 and
its T value is 0.239 which is less than 1.645. H10 shows the effect of Social Media Rewards on
Brand Image. H10 is supported because its P value is 0.002 which is less than 0.05 and its T value
is 3.056 which is greater than 1.645.
4.1.5 Indirect Effect:
Table 5
Relationship Original Standard T P Decision

Sample Deviation Statistics Values
H1 BPC -> BC -> EA 0.281 0.04 6.985 0 Support
H2 SMB -> BC -> EA -0.063 0.029 2.193 0.029 Support
H3 SMI -> BC -> EA 0.176 0.031 5.698 0 Support
H4 SMR -> BC -> EA -0.006 0.025 0.24 0.81 Rejected
H5 BPC-> BI -> EA 0.084 0.027 3.091 0.002 Support
H6 SMB -> BI -> EA -0.038 0.02 1.893 0.059 Support
H7 SMI -> BI -> EA 0.142 0.024 5.973 0 Support
H8 SMR -> BI -> EA 0.042 0.017 2.501 0.013 Support
The Indirect Effect table shows the mediating effect between both independent and dependent
variable. There are two mediators in this study, BI and BC. H1 shows mediating effect of BC
between BPC and EA. H1 is supported because its P value is 0 which is less than 0.05 and its T
value is 6.985 which is above 1.645. H2 shows mediating result of BC between Social Media
Benefits and Emotional Attachment. H2 is supported because its P value is 0.029 which is less
than 0.05 and its T value is 2.193 which is above 1.645. H3 shows mediating result of BC between
Social Media Interactivity and Emotional Attachment. H3 is supported because its P value is 0
which is less than 0.05 and its T value is 5.698 which is above 1.645. H4 shows mediating result
of BC between Social Media Rewards and Emotional Attachment. H4 is not supported because
its P value is 0.81 which is greater than 0.05 and its T value is 0.24 which is less than 1.645. H5
shows the mediating effect of BI between BPC and EA. H5 is supported because its P value is
0.002 which is less than 0.05 and its T value is 3.091 which is above 1.645. H6 shows mediating
49
result of BI between Social Media Benefits and Emotional Attachment. H6 is supported because
its P value is 0.059 which is less than 0.05 and its T value is 1.893 which is above 1.645. H7
shows mediating result of BI between Social Media Interactivity and Emotional Attachment. H7
is supported because its P value is 0 which is less than 0.05 and its T value is 5.973 which is above
1.645. H8 shows the mediating result of BI between Social Media Rewards and Emotional
Attachment. H8 is supported because its P value is 0.013 which is less than 0.05 and its T value
is 2.501 which is greater than 1.645.
5.1 Discussion:
The previous research indicates that SMB and SMR influence customer’s brand engagement.
Social media interactivity and rewards assist to establish a more powerful brand image. Brand
image and brand commitment take in a positive influence on EA (Barreda et al., 2020). Khajeh
Nobar et al., (2020) demonstrate that brand equity and brand commitment are positively affected
by social media activities. The prior study shows that, when customers see a brand as highly
engaging on social media (compared to inactive brands), they are more likely to buy brand
products, refer the brand in return for money incentives, update their family and friends on social
media about the brand and offer feedback and brand enhancement suggestions. Moreover, the
positive effects on customer purchases, references, influence and awareness of perceived social
media interactivities differ among brand and social media platform types (Bozkurt et al., 2021).
The previous research examines the impact of the social media activity of brands and the
engagement of participants in social media in the buying decision making process of customers.
The results show the commitment with a Facebook fan page is constructive for the
awareness, word of mouth and buying behavior of the consumer. (Hutter et al., 2013). The prior
study results show different impacts on social media involvement behavior of rational and
emotional appeals. Regarding to support dynamic and impassive participation amongst social
media consumers, rational responses within social media have an advantage, whereas emotional
responses make passive instead of highly active involvement possible, regardless of the common
and cooperative type of the broadcast media setting (Dolan et al., 2019). Previous research findings
contribute to understanding consumer-brand interactions by proving that consumer-brand
interactions are not only conceptual. Furthermore, brands can really meet individual psychological
demands under particular situations (Dunn & Hoegg, 2014).
50
This study provided awareness into brand page commitment thus an emerging domain of research
in the subject of retail marketing. Even though ample current literature oversee the social media
interaction, social media benefits and rewards in the travel industry, a research gap exists in the
retail industry, especially in Pakistan. In addition to retail industry, this study contributes to the
fashion brands by shedding light on how brand page commitment makes the customer emotionally
attached with the brand of preference, which is relatively unexplored area from an individual’s
personal point of view. The finding of the study is of interest of clothing brands. Pakistan infers
that fashion brands doesn’t completely engage their customers and make them emotionally
attached with the brand. Brand image and Brand Commitment plays a vital mediation between
SMI, SMB, SMR and BPC. The rejected independent variable impact can be explained as Pakistani
fashion brands doesn’t offer Social Media Rewards to their online customers. All the other
variables significantly and positively impact the Emotional Attachment of the customers.
5.2 Limitation and Future Research:

While the research enhances the understanding towards retail business, that does present some
limitations. A theory-based model had been suggested in this research. The included variables will
add up in interpretation of social media activities so as to create brand components, and their
contextual implications. Other unobserved structures could contribute to the description of brand
constructs on social media websites. As this is an investigating research to strengthen interpersonal
linkages in retail setting, other similar structures may be considered in future research, including
societal benefits, cost, quality of the system, telepresence and quality of information. Other
implications can also consist brand loyalty, worth, affection and consciousness through mediating
action of BI and BC.
Other constraints like the subject of research was retail fashion brands while using social media
platform. Results can’t be generalized to other retail businesses. Future research may examine the
model that was suggested for customers in other industries such as manufacturing and tourism.
This study also gives a base for additional research on social media websites and brand structures.
There have been three structures studied in retail social media setting, as well as brand image;
brand commitment and emotional ties to the brand.
51
6.1 Conclusion:
Current research therefore aims to explore the growth of brand image, brand commitment and
emotional attachment through social media platforms use, along with SMA for BI and BC with
respect to retail context. The findings also show however a good BI creates EA with customers.
The outcomes imply that the BI rely on the impact of SMI. The output wasn’t consistent with
earlier study that shows that customers will probably create a good brand image when they view a
social media site as engaged. So on social media websites, retail companies need to be engaged.
The interactive online communication and interactions between brands and customers may occur
on an emotional level. It is crucial to establish continuous communication based on the emotional
needs of customers. The message that retail brands respond to its consumers should be reflected
in social media messaging. It shows that the customers would ultimately feel emotionally attached
to the brand when they have a good opinion of a brand while using social media sites.
52
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The impact of Social Media Activities on Emotional Attachment with the

*1Summan Imtiaz, 2Irum Nasim

The objectives of this study are as follows:

• To examine the effect of Social Media Activities on Emotional Attachment.

• To examine the mediating effect of Brand Commitment between Social Media

Following are the research questions:

2.1 Social media activities

2.1.1 Brand page commitment

2.1.2 Social media interactivity

H3. Social media interactivity is positively related to brand image.

H4. Social media interactivity is positively related to brand commitment.

2.1.3 Social media benefits

H5. Social media benefits are positively related to brand image.

H6. Social media benefits are positively related to brand commitment.

2.1.4 Social media rewards

H7. Social media rewards are positively related to brand image.

H8. Social media rewards are positively related to brand commitment.

2.2 The mediating role of Brand image

2.3 The mediating role of Brand commitment

2.4 Emotional attachment

2.5 Attachment Theory:

2.6 Chaffey’s Theory:

I.V Mediator D.V

Social Media Branding Outcome

Social Media Brand

Sampling design and data collection

A survey-based online questionnaire was administered to the customers of Khaadi, GulAhmed,

4.1 Data Analysis:

4.1.1 Demographic Analysis:

Demographic Categories Frequency Percent

Gender Male 170 44.3

Female 214 55.7

Age 15 – 25 years 266 69.3

26 – 35 years 106 27.6

Over 45 years 6 1.6

Khaadi 104 27.1

GulAhmed 102 26.6

Outfitters 127 33.1

Nishat Linen 5 1.3

Occasionally 146 38.0

Seasonally 138 35.9

Measurement Model Assessment:

Constructs Items Loadings CR AVE

BI BI 0.83 0.9 0.751

BPC BPC2 0.849 0.854 0.66

EA EA 0.823 0.923 0.668

SMB SMB2 0.878 0.903 0.824

SMI SMI 0.968 0.891 0.735

SMR SMR 0.826 0.896 0.743

4.1.3 Discriminant Validity (HTMT):

Variables Brand Brand Brand Page Emotional Social Social Social

BPC 0.79 0.52

Structural Model Assessment:

Original Standard T Statistics P Values Decision

BPC -> BC 0.539 0.062 8.644 0 Support

4.1.5 Indirect Effect:

Relationship Original Standard T P Decision

5.2 Limitation and Future Research:

D. S.-J.(1980) A life-span, life-space approach to career development.

engagement marketing. Journal of the Academy of Marketing Science, 45(3), 312–335.

Holt, D. B. (1997). Poststructuralist Lifestyle Analysis: Conceptualizing the Social Patterning of