The Relationship Between the Sustainability of Brand Marketing Communications and the Well-Being of the Saudi Consumer

This study examined the relationship between brand sustainability and Saudi consumer well-being based on the PEOM model of marketing communications and PERMA well-being dimensions, and the relationship between brand sustainability and Saudi consumer well-being. This study used a quantitative approach and employed a descriptive analytical approach, with a field survey focusing on the PEOM and PERMA dimensions, as well as brand sustainability. This study collected primary data from Saudi customers in the first quarter of the year 2024. The results indicated that the economic dimension of brand sustainability was more important to consumers, followed by social and environmental dimensions. Among the preferred marketing communication channels, earned media achieved the highest score, followed by owned and paid media. Engagement and positive emotions emerged as the most prominent well-being dimensions. This study identified significant relationships between Saudi consumer well-being and marketing communication tools, Saudi consumer well-being and brand sustainability dimensions, and marketing communication tools and brand sustainability, emphasizing the importance of demographic factors. These findings suggest that reallocating marketing budgets to focus on earned and owned media can enhance consumer engagement and well-being. This study underscores the essential role of integrated marketing communication strategies within the framework of the PERMA model in advancing consumer well-being and brand sustainability.