Social Media Brand Attachment: Linking Social Media Usage Motivations and Brand Advocacy

The authors develop a new construct and measurement scale in social media marketing, social media brand attachment, which reflects the strength of an individual’s relational bonds and emotional connections associated with a target brand’s social media platforms and messaging content. The study builds on brand and social media attachment theories to investigate the antecedent motivational factors that lead to electronic word-of-mouth (eWOM). The analysis of a cross-sectional survey uncovers a complex relationship among social media usage motivations, social media brand attachment, and eWOM. Results of the partial least squares structural equation modeling show consumers have self-enhancement and brand connection incentives that create stronger bonds to the brand’s social media presence, leading to social media-based eWOM. Thus, social media marketers should consider messaging and content to strengthen social media brand attachment.