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Journal of Business and Tourism Special Issue: ICCSS, Indonesia

November, 2017

Abrar, Arif, Sindhu & HUssain 377 ISSN: 2520 - 0739

Impact of Social Media Interaction and Social Media Usability on

Brand Love and Brand Attachment with the moderating role of

Gender

Kashif Abrar

Ph.D Scholar, Bahria University Islamabad, Pakistan

[email protected]

Dr. Muhammad Arif

Associate Professor, Bahria University Islamabad, Pakistan

[email protected]

Muzammal Ilyas Sindhu

Ph.D Scholar , Bahria University Islamabad, Pakistan

[email protected]

Abrar Hussain

ORIC Manager, Bahria University Islamabad, Pakistan

Abstract The association of social media in developing attachment and love with a brand is the most

highlighted element of this study. The purpose of the study is to explore the association of social

media interference in the creation of attachment and love with a brand. In order to analyze the

constructed hypothesis, the study focused on online survey strategy through convenience data

sampling technique. The prospective study analyzed path analysis of structural equational

modelling via AMOS and moderated regression analysis via SPSS. Questionnaire was

distributed among 430 respondents out of which 389 were in a useable form with a response rate

of 90.4%. Findings of the study indicated significant associations of social media interaction and

usability on brand attachment and love. The study also predicted that social media can be used as

a strategic tool for attracting customers. The study is limited to mobile brand users only and can

be utilized in other sectors as well. The current study examined the role of gender as a

moderator, finding that social media interaction and usability of customers generally has a

positive impact on brand attachment and love. This means that social media interaction and

usability can enhance attachment and love with a brand if customers possess understanding of

the social media.

Keywords:

Social Media Interaction, Social Media Usability, Brand Attachment, Brand Love, Gender

Introduction Since inception, social networking websites i.e. Facebook, Twitter, Linkedin have attracted a

huge amount of users worldwide, mostly who interacts on a daily basis (Hajli, 2014). The very

first social media networking website sixdegrees.com emerged in 1997 which allowed users to

create profiles and interact with people from other parts of the globe (Hajli, 2014). Profiles

usually existed on dating or matrimonial websites previously which was later adopted for social

media interaction and usage (Hajli, 2014). Later on from 1998-2005, a few more social

networking websites LiveJournal, asianavenue, blackplanet, migente, cyworld, ryze, fotolog,

friendster, skyblog, LinkedIn, Couchsurfing, myspace, tribe.net, last.fm, hi5, orkut, dogster,

facebook, yahoo 360, twitter, youtube, xanga and a couple of more social networking websites

mailto:[email protected]




November, 2017


emerged that allowed users from around the world to create personal, business and dating

profiles to interact and share knowledge (Hajli, 2014). Social media has emerged as a prevailing

digital correspondence channel by means of which buyers find out about, share data on, and

cooperate with brands they consider, buy, and assess (Chappuis et al., 2011; Qualman, 2013).

More than 2.7 billion individuals are online on the web, which covers almost 42% of the total

populace (ICT, 2016). Over portion of online adults in Pakistan are subscribers of at least two

social networking sites (Pew Internet, 2016) such as Facebook, Google+, Twitter and LinkedIn

with almost 100% mobile network involvement whereas social media is progressively retrieved

and utilized at all places most of the times (ICT, 2016). Marketers are accordingly adjusting their

strategies to achieve progressively to grab consumers over social media and are emphasizing

more on consumers’ social media attention in order to attract customer preferences (Hudson et

al., 2016).

Through social media, marketers can collaborate in two-way interactions with existing and

potential customers and pick up rich, unmet customer demands speedier than at any other time.

Marketers likewise observe the estimation of social media or online networking, brand

preferences and sharing of information. As per Facebook, a normal user has 130 companions on

their network, and when individuals find out about an item from a companion, they turn into a

client at a 15% higher rate than when they find out about it through different means (comScore,

2016). Moreover, social media offers potential for creating mindfulness and enthusiasm through

viral or fast spreading of product and service encounters, experiences, feelings and opinions

(Ismail, 2017). Subsequently, organizations are proactively creating new web-based social

networking promotional methodologies and strategies (Neff, 2014).

Social media is attracting a great deal of attention and organizations are also shifting most of

their promotional activities towards social media, limited research has been brought forward

which could reveal the effects of social media interaction and it’s usability in the creation of

brand attachment, love and underlying processes. The majority of the current research just

manages the attributes of social networking websites and how the distinctions from customary

media are challenging promoting methodologies (Stresewski, 2016). The studies carried out by

Laroche et al. (2013) were expressive rather than empirical with the limitations of

communication via social media overmixed. Above all, there is an excited call for empowering

more web-based social networking communication for organizations' survival in present today's

market (Stresewski, 2016), however, till date the results are indecisive. Socialbakers (2014)

suggested that the measure of online social interaction prompts more visits to the brand's site

while Traphagen (2015) suggested that social media interaction does not show any response to

the increase in sales.

To use the intuitive and engagement measurements of online networking, an ever increasing

number of advertisers have changed their marketing objectives, concentrating on building and

retain an alluring consumer–brand association by means of web-based social networking

connection. In spite of the significance of marketing and relationship working in today's digitized

world, little is thought about how online networking identifies with purchasers' associations with

brands, and whether web-based social networking based brand connections are related with

desirable outcomes, for example, brand attachment and loyalty.

Alam and Khan (2015) cautioned brands to be wary about web-based social networking

association in light of the fact that the brands may be "uninvited crashers" of web-based social

interactions, suggesting that building brand connections by means of online networking is more

convoluted than just reassuring more communications. Such doubts create a deal of ambiguity


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among global brands. Social media interactions and usability might differ across borders. There

are fierce discussions about centralized and limited web-based social networking occurrences

among global firms (Manthiou et al., 2013; Gale, 2013). Subsequently, exact reviews that

investigate web-based social interaction and usability impacts on brand associations in different

cultures are required. The existing study reports these gaps and investigates the association of

social media interaction and usability of their linkage with brand love and attachment, and

subsequently how social media interaction and usability presents anticipate marketing outcomes.

Problem Statement There is also a growing concern regarding the habits of online shoppers; due to which studies

have urged for more concrete understanding of their buying decision making process This calls

for further empirical exploration of understanding the decision making process among online

consumers influenced by social media. The aim of the study is to explore the relationship of

social media interaction and usability on brand love and brand attachment with the moderating

effect of gender among online buyers of cell phone brands in Pakistan.

Significance The present study takes on an empirical perspective on the role of social media interaction and

social media usability on brand love and how the same influence brand attachment for online

consumers of Pakistan. Further, a prevailing contribution of the study is to identify the gender

differences that might come into play while examining the relationship between proposed

variables. The proposed research intends to provide an understanding of the enhancement of

brand love and attachment with the involvement of interaction and usability of social media

which is of significant importance in cell phone industry. Limited work has been done in any

study regarding social media interaction, usability, brand love and attachment in the mobile

brand sector; therefore the present study serves as a reference material and future guideline for

upcoming studies. This study might be useful for the enhancement of brand love and attachment

in the entire electronic equipment sector to get insights of how brand love and attachment is

influenced by different techniques of social media searching before making a purchase.

Research Questions Specifically, the present study addresses following research questions:

1. What is the influence of social media interaction and usability on brand love and brand

attachment among online consumers of Pakistan?

2. How does gender moderate the effect of social media interaction and usability over brand

love and brand attachment among online consumers of Pakistan?

Research Objectives 1. To explore the relationship between social media interaction and brand love. 2. To explore the relationship between social media usability and brand attachment. 3. To explore the relationship between social media interaction and brand love. 4. To explore the relationship between social media interaction and brand attachment. 5. To explore whether gender moderate the relationship between social media interaction

and brand love. 6. To explore whether gender moderate the relationship between social media interaction

and brand attachment. 7. To explore whether gender moderate the relationship between social media usability and

brand love. 8. To explore whether gender moderate the relationship between social media usability and

brand attachment.


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Literature Review Brand Love The originations on love are of outrageous significance for any business entity of different

cultures and societies since they certainly characterize what is proper and alluring in the

relationships between people (Albert & Merunka, 2013). According to Kang (2015), despite the

fact that love has filled in as a wellspring of numerous compositions in philosophy and literature,

up to the 70s there was a nonappearance of logical legitimacy in its review, considering that it

would be very secretive and impalpable for investigations of scientific nature. The trouble in

observing it in a thorough and methodical way served for quite a long time as the primary

purpose behind it was to be termed as non-logical by researchers (Anggraeni, 2015). Therefore,

the introduction for scientific purpose was late.

According to market context, the meaning of the idea of love has been going past the circle of

interpersonal relationships keeping in mind the end goal to clarify the way individuals identify

with brands and utilizing product and services. In this point, the qualities generally ascribed to

love, for example, its desire, elevated emotional load and subdued reasonable activity might be

converted into the structures in which a few buyers respond confronting their most loved and

preferred brands (Anggraeni, 2015). Halilovic (2013) recommends that the level of emotional

relationship in connection to a question, predicts the way of a person's relationship with the

product or service. For instance, individuals who have solid bonds towards a person are more

inclined to make sacrifices for that person. Making a similarity, the emotional connections of the

buyers with a brand may produce a higher duty in commitment to the brand (loyalty or love), as

well as creating a slant towards making money related penances to get an item.

Buyer’s adoration for ownership or specific exercises was widely watched; however, the

recommendations that the customers have emotions towards a brand came primarily from studies

on delight, love and the buyers' association with brands. At the point when these sentiments can't

be consummately undifferentiated from the emotions which a person has towards another, the

conclusion is that they might be extensively more extreme than a straightforward "preferring".

The connection amongst buyers and the products is normally unidirectional. The buyer may

detect a solid affection and anxiety towards the product of utilization, yet the question can't

provide the adoration and, even less, start a relationship. In any case, the similarities are

sufficient to permit critical analogies. The rationale of the buyers' relationship applies to all

classes of relations between the buyers and utilization, relations with items, sorts, stores and

promotion (Rodrigues & Costa, 2016). Albert and Merunka (2013) imagines joy as an

unmistakable reaction of the buyer to a non-affirmation model of fulfilling desires that derived

from astonishment, incitement and from a positive impact.

Rodrigues and Costa (2016) open ways to love in utilization with their "purchaser of cherished

items" show in view of analogies with the triangular love hypothesis of Albert and Merunka

(2013). These creators propose that the way of a purchaser's association with a product (a brand)

depends on three segments: enjoying, yearning and choice/trade off. The nearness or

nonappearance of a going between these three measurements led Albert and Merunka (2013) to

distinguish eight conceivable customers: disliking, enjoying, enthusiasm, functionalism,

restrained desires, utilitarianism, surrendered craving and devotion. In this unique circumstance,

mark love is characterized as the level of connection which the enthusiastic love of a fulfilled

customer has towards an item, foundation or brand (Fetscherin & Heinrich, 2015). The brand

love incorporates the energy in relationship to the brand, connection to the brand, the positive

assessment of the brand, positive feelings in light of the brand and statements of adoration to a


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brand. Notwithstanding, the researchers perceive that buyers tend to talk "freely" when utilizing

the word love with references to this class.

Thusly, numerous cases of brand love won't be completely similar to the more grounded types of

relational love. In light of these theories, Kaufmann (2016) played out an observational research

that reviews in subtle elements the buyers' capacity to love items or utilization exercises. The

authors found that numerous buyers had exceptional passionate connection towards some "loved

products", which they characterized comprehensively as something besides someone else (for

instance, playing a melodic instrument, a pet, a PC, a depiction or an old auto which is a "travel

sidekick"). The study proposes that there are key likenesses between relational love and love in

the customer's unique situations. Such hypothesis gets extra support from the reviews as of late

completed by Skoog and Söderström (2015) and Kaufmann (2016).

Brand Attachment Brand attachment is a sincere emotional bond among customers and brands and a vital basis to

effective brand management (Dunn & Hoegg, 2015). Creation of emotional attachment between

buyers and brands is a goal of organizations as strong emotional attachment prompts positive

results such as brand loyalty and love (Shimul, 2015; Dennis et al., 2016; Shalom & Hayiel,

2016). Organizations collect financial advantages while persisting emotional associations are

created among shoppers and brands and rewards from sincerely fortified repurchases are less

open to circumstances that instigate switching toward others (Pourazad & Pare, 2014). Previous

studies recommend that customers can create attachments beyond persons to possessions and

brands (Cheong, 2013; Phau et al., 2013; Japutra et al., 2014; Fetscherin & Heinrich, 2015;

Guèvremont, & Grohmann, 2016; Chen et al., 2017). Focusing on how to create successful brand

attachment can lead towards successful brand attachments (Kaufmann, 2016).

Feelings or emotions are frequently evoked when attachment is solid since feelings or emotions

are innate to brand–self association and prominence factors (Bahri-Ammari et al., 2016). In fact,

the passionate way of brand attachment has prompted a measure of attachment on the basis of

emotions. Fetscherin and Heinrich (2015) comprised a model of three characteristics as the

foundation for emotions i.e. affection, passion and connection. Brand attachment is agreed to be

affectionate, as opposed to Fetscherin and Heinrich (2015), the arrangement of particular feelings

underlying attachment is not vital to our conceptualization (or measure) of attachment. Secondly,

in spite of the fact that passion may to be sure described as a solid tool for brand attachment as

Fetscherin and Heinrich (2015) propose, the level of passion connected to strong attachments

may rely upon the relationship's transformative status. Previous studies demonstrate that passion

may wind down as relationships advance (Albert & Merunka, 2013). In the meantime,

relationship development carries with it more brand–self encounters that ought to extend the

brand–self bond and improve its saliency (Bahri-Ammari et al., 2016).

Along these lines, time might be related with decreasing passion, yet it might likewise be related

with increased brand attachment (Bahri-Ammari et al., 2016). Speaking to connection in light of

passion may not completely catch all relationships portrayed by strong brand attachment (Bahri-

Ammari et al., 2016). Thirdly, attachment is more than emotions; it is reflected by mental

portrayals that incorporate brand–self comprehensions, thoughts, and personal brand memories

(Dholakia & Acciardo, 2014; Sung et al., 2015) which measures of emotions fail to capture.

Emotions are not included as a factor that can indicate brand attachment (Bahri-Ammari et al.,

2016).

Social Media Interaction


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Generally, consumers utilize the internet to just disburse content: for reading, watching and

utilizing it to purchase products and services. Progressively, in any case, purchasers are using

multiple platforms such as content sharing websites, web journals, blogs, long range

interpersonal communication, and wikis (Hajli, 2014). Technology has evolved off the barriers

as there were previously (Hudson et al., 2016). New media advances have made new prospects

for by "improving diverse examples of social media interaction, access to data, and time

allocation" (Lupton, 2014). Interaction via social media whether facebook, twitter and google +

is replacing the traditional method of interaction. As social media consists of subscribers from all

over the world covering all modes of lives with experiences and outcome. Subscribers can share

their reviews and experiences regarding any product and service which can work as a

promotional tool for companies. Therefore, organizations are quite possessive in customer

dealing because such customer can result in introducing an organization’s offering to new

customers.

Social media interaction alludes to the data being traded in various structures e.g. messages,

recordings, pictures and so forth identifying with a brand or item over web-based social

networking among online individuals (Das & Santanu, 2016). Organizations have, for the most

part, grasped interpersonal interaction to its potential in regards to engagement and cooperation

with consumers. Via interaction on social media, advertisers may increase rich, unmediated

shopper bits of knowledge, speedier than beforehand and may encourage duty through

showcasing. Studies have suggested that long term social media reliance results in long time

advantages to earn market share and increased outcome for any business entity (Malhotra et al.,

2013; Ngai et al., 2015). Previous literature on social media have of late been perceiving its

potential in building brand relations, related feelings and emotions (Das & Santanu, 2016).

In today’s changing world, customers prefer to interact with their friends via social media to

keep themselves updated of any kind of purchases they make. The customer today is quite

knowledgeable or informative as compared to previous era. Customers mostly prefer those

products or services that are high in ratings, reviews and experiences shared by customer which

can create an emotional attachment with the brand. Customer’s mostly prefer renowned brands

therefore such brands does not lay promotion in the hands of customer as such organizations

already have acquired a great deal of market share in customer’s mind therefore such customers

can still promote the products to new customers and share their experience in order to create an

attachment and love for any specific product. Hudson et al. (2015) investigated and explored a

positive relationship of interaction via social media with brand relationship quality. Therefore, it

is hypothesized that:

H1: Social media interaction has a positive relationship with brand attachment.

H2: Social media interaction has a positive relationship with brand love.

Social Media Usability In today’s changing world, human’s interaction with computer and related devices has widely

increased. Although, no clear definition of usability exists but surely it means the ease of use and

accessibility towards any device or console. The present study characterizes usage of social

media ease of use as the qualities of web-based social networking that make them effectively

conceivable, learnable, simple and appealing to use for the consumer. Limited studies are

brought forward on the usage of social media (Hudson et al., 2015; Saboo et al., 2015). Al-Badi

et al. (2015) suggested social media as a new emergent tool for the promotion of a business

entity and their offerings. Ahmad (2016) suggested that it's a genuine challenge for business

entities to formulate methodologies for positioning of social media for motivating consumers and


November, 2017


persuading their buying decisions. Tidal (2015) inspected the paradigm of mobile usage among

young population and suggested that the use of social networking is critically transforming

mobile sales among the youth.

Social media today is largely accessed by the youth and the usability is quite a user friendly

interface which provides the user to interact with the platform without any ambiguity or problem.

Therefore, it is hypothesized that:

H3: Social media usability has a positive relationship with brand attachment.

H4: Social media usability has a positive relationship with brand love.

Gender as a moderator

In previous studies, gender has proved significant effects on service quality (Grewal et al., 2003;

McColl-Kennedy et al., 2003; Ganesan-Lim et al., 2008), customer satisfaction (Mittal &

Kamakura, 2001; Anderson et al., 2008), customer loyalty (Patterson, 2007; Korgaonkar et al.,

1985; Oderkerkan-Schröder et al., 2000; Noble et al., 2006; Fournier, 2011) with the moderating

effect between the relationship of customer satisfaction and customer loyalty in different sectors

(Mittal & Kamakura, 2001) and between different phases of customer loyalty (Evanschitzky &

Wuderlich, 2006). Previous studies have used different theoretical aspects to verify such

influences i.e. gender schema theory, socialization theory, social role theory, self-construal

theory and evolutionary psychology (Sharma et al., 2012). The throy of socialization proves that

men’s social and work life has made them more time conscious, therefore both genders perceive

time differently (Grewal et al., 2003), while mean calculate and spend time more precisely

efficiently than the opposite gender (Rammsayer & Lustnauer, 1989) while women spend time

mostly in useless activities (Krishnan, 1984). Men are prone towards achievements therefore less

time is spend on shopping than women and are easily irritated if asked to wait (Otnes &

McGrath, 2001).

It is a generally understood fact that men spend less time and effort while shopping than women

(Sharma et al., 2012). It is generally perceived that men might not find time to propagate the pros

and cons of their beloved and attached brands on social media interaction than women, as for

men time is spent less on such activities through social media. Young men might find it easier to

spend time using and interacting on the social media than women. Male buyers might influence

attachment and love more than female buyers or vice versa. Also, male buyers might interact on

social media in an effective manner than female buyers and vice versa. Usability of the consumer

with social media can enhance their knowledge and this information creates a deep emotional

attachment with a brand. Since social media usage, brand attachment and love might be affected

by gender as well. Therefore, it is hypothesized that:

H5: Gender influences the relationship of social media interaction with brand attachment.

H6: Gender influences the relationship of social media interaction with brand love.

H7: Gender influences the relationship of social media usability with brand attachment.

H8: Gender influences the relationship of social media usability with brand love.

Conceptual Framework

Social Media

Interaction

Social Media Usability Brand Attachment

Brand Love

Gender


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Source: Prepared from literature review

Hypotheses

H1: Social media interaction has a positive relationship with brand attachment.

H2: Social media interaction has a positive relationship with brand love.

H3: Social media usability has a positive relationship with brand attachment.

H4: Social media usability has a positive relationship with brand love.

H5: Gender influences the relationship of social media interaction with brand attachment.

H6: Gender influences the relationship of social media interaction with brand love.

H7: Gender influences the relationship of social media usability with brand attachment.

H8: Gender influences the relationship of social media usability with brand love.

Methodology The study followed positivist paradigm, deductive approach and quantitative techniques as

adopted by few other studies in the similar domain (Nito, 2016). Data was collected at one point

in time so time horizon was cross sectional.

Population

The purpose of study was to examine the influence of social media interaction and social media

usability on brand love and brand attachment of online consumers of Pakistan. Hence keeping

the purpose of study in view, population was carefully selected. Target population for the study

was online buyers of cell phone brands in Pakistan. Data was collected from students and faculty

members of Comsats Institute of Information Technology, Abbottabad, Hazara University,

Mansehra, and University of Haripur, Haripur, banks and other organization. Data was collected

as per the ease of the author.

Sample size and sampling technique

For research in business, sample size of 30 to 500 is considered enough (Crimp & Wright, 1995).

Considering comprehensiveness of results as well as time and budget constraints, the sample size

determined for this study was 389. In order to ensure representation of multiple cities Pakistan,

responses were collected from online consumers belonging to different cities. Convenience

sampling technique was used for identification of sample.

Instrument

For the purpose of data collection, a 40 items questionnaire was prepared using scales for

measuring selected variables adapted from reliable and validated sources (refer to Table 1). 6

questions were related to demographic information including age, gender, qualification, income

level and employment and marital status. 34 items were adapted from established scales to

measure independent and dependent variables.

Data collection method

Data for the present study was collected using an online questionnaire distributed through

convenience sampling technique on Facebook and Google groups. Groups representing different

brands were considered for data collection. Web survey approach was selected for gathering

responses since it is better than many conventional methods in terms of saving time and cost

(Fricker & Schonlau, 2002). The nature of this study also made it feasible to opt for web survey.

Online questionnaire was posted on Facebook and Google groups and members of these groups

were invited to fill the questionnaire through private messages as well until 389 useable


November, 2017


responses were collected. Participation in the online survey was voluntary and no monetary or

non-monetary benefits were offered. Participants were able to fill the questionnaire only once

and no changes were allowed to be made in their response after submitting the form online.

Measurements Table 1 shows number of items for measuring each variable and sources of these items and

which recent studies have validated these scales. The variables were accounted for by using 5-

Point Likert scale indicating: 1 = Strongly Disagree, 2 = Disagree, 3 = Neutral, 4 = Agree and 5

= Strongly Agree.

The data was analyzed through frequency distribution, reliability analysis, correlation, moderated

regression and structural equational modelling through path diagram. Most of the data was

analyzed in SPSS version 20 except path analysis in AMOS version 22.

Table 1- Variables, no. of items and sources and recent validation

Variable No. of Items Items Source Recently Validated

Brand Love 16 Sternberg (1997) Alnawas and Altarifi

(2015)

Brand Attachment 8 Park et al. (2010) Chiou et al. (2013)

Social Media

Interaction 5

Das and Mandal

(2016) Das and Mandal (2016)

Social Media

Usability 5

Das and Mandal

(2016) Das and Mandal (2016)

Results Demographics

Table 2 indicates questionnaires were distributed between both the genders consisting of 67.9%

males and 32.1% females of the total sample respectively. Most of the respondent’s age

comprised of 26-30 years with a total sample of 32.1% while 21-25 years with a 26% of the

sample while 31-35 years with a 16.5% of total sample while 16-20 years with a total sample of

13.1% while 36-40 years with a total sample of 9.5% and 41 years and above with a total sample

of 2.8% respectively. 38.8% of the sample consisted of MS/M.Phil. degree holders, 21.1% were

Master’s degree holders, 20.6% were graduate degree holders, 14.4% were at intermediate level

and 5.1% of the sample comprised of doctorate degree holders. Most of the sample’s income

comprised of a salary of 33.2% between PKR 26,000-50,000 while 31.6% of the sample’s salary

comprised of less than PKR 25,000. 22.9% of the sample’s salary comprised between PKR

50,000-75,000 while 7.2% of the sample’s salary comprised between PKR 75,000 to 100,000

and 5.1% of the sample’s salary was above PKR 100,000 respectively. 57.6% of the sample was

full time employed while 22.6% of the sample was studying while only 14.1% of the sample was

self-employed and 2.8% of the total sample was unemployed and part time employed. 54.5% of

the sample was unmarried while 45.2% of the sample was married and 0.3% of the sample was

separated respectively.

Table 2: Reliability

Variables Cronbach’s Alpha No. of Items

Brand Love .854 16

Brand Attachment .847 8

Social Media Interaction .718 5

Social Media Usability .621 5


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Table 2 indicates the reliability analysis for brand love, brand attachment, social media

interaction and social media usability. The reliability of brand love was .854, brand attachment

was .847, and social media interaction was .718 and .621 for social media usability respectively

which is globally acceptable and reliable. The reliability default value should be above 0.5 which

indicates an average reliability, 0.6 indicates better reliability, 0.7 indicates good reliability, 0.8

indicates best reliability and 0.9 or above indicates excellent reliability respectively. The value of

reliability should be above -1 and below 1 (Gliem & Gleim 2003).

Table 3: Correlation

Variables BL BA SMI SMU

BL 1 - - -

BA

Sig. .732**

.000 1 - -

SMI

Sig.

.522**

.000

.640**

.000 1 -

SMU

Sig.

.142**

.005

.167**

.001

.308**

.000 1

** Correlation is significant at 0.01 level

Table 3 indicates that a significant relationship exists between brand love and brand attachment

possessing a positive relationship of 73.2% at 0.000 level while a positively significant

relationship of 52.2% at .000 level exists between social media interaction and brand love. A

positively significant relationship of .640 at .000 level exists between social media interaction

and brand attachment while a positively significant relationship of .142 at .005 exists between

social media usability and brand love. A positively significant relationship of .167 at .001 exists

with brand attachment and a positively significant relationship of .308 at .000 level exists with

social media interaction. The default value of relationship should range from 0 to 1. In case the

value is below 0, this indicates a negative relationship. On the other hand, significance default

value is 0.05. If the value exceeds the figure, insignificant association may be reported and vice

versa.

Figure 2: Path diagram through SEM

Table 4: Analysis of path diagram through SEM Variables β R

2 Δ R

2 Sig.

BL SMI .473 .272 .270 .002

BA SMI .700 .410 .409 .002

BL SMU -.019 .020 .018 .721


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BA SMU -.038 .028 .025 .466

Table 4 depicts that social media interaction has a positively significant total and direct effect of

on brand love of .473 at .002 with an R2 of .272 level while indicating the effectiveness of the

model while a .272 level ΔR2 indicates the indicates the reality of the model. A positively

significant total and direct effect on brand attachment of .700 at .002 level with an R2 of .410

indicating the effectiveness of the model while .409 level of ΔR2 indicates the reality. Therefore,

the proposed hypothesis is accepted. The table above also proved that social media usability has

a negatively insignificant effect as the significant values below 0.05 proves significance and

above proves non-significance (Hayes, 2013) total and direct effect on brand love of -.019 at

.721 level with an R2 of .020 level while indicating the effectiveness of the model while a .018

level ΔR2 indicates the indicates the reality of the model. A negatively insignificant total and

direct effect on brand attachment of -.038 at .466 level with an R2 of .028 indicating the

effectiveness of the model while .025 level of ΔR2 indicates the reality, thus rejecting the

proposed hypothesis respectively.

Table 5: Moderated regression

Impact of social media interaction and usability on brand love and attachment with the

moderating role of gender

Variables DV β R2

Δ R2 Sig.

SMI BL

.473 .272 .270 .000

Gender -.115 .280 .276 .045

SMI BA

.692 .410 .409 .000

Gender -.058 .412 .408 .356

SMU BL

.141 .020 .018 .004

Gender -.077 .024 .019 .248

SMU BA

.191 .028 .025 .001

Gender .000 .028 .023 .998

Table 5 indicates that the effect of social media interaction, social media usability and gender on

brand love and brand attachment. Social media interaction has a positively significant of .473 at

.000 levels and gender has a negatively significant effect of -.115 at .045 level with brand love

respectively. Similarly social media interaction has a positively significant of .692 at .000 level

and gender has a negatively insignificant effect of -.058 at .356 level with brand attachment

respectively. On the other hand, social media usability has a positively significant effect of .141

at .004 level and gender has a negatively insignificant effect of -.077 at .248 level with brand

love respectively. Similarly, social media usability has a positively significant effect of .191 at

.001 level and gender has a positively insignificant effect of .000 at .998 level with brand

attachment respectively. As mentioned previously, that significant value that exceeds 0.05 proves

insignificance while below states significance (Hayes, 2013). Gender in this study does not seem

to moderate any relationship between the independent and dependent variables of the study.

Discussion

The study has proved that social media interaction highly influences brand love and attachment,

but it is of vital concern to arouse the antecedents of social media interaction. The present study

examines the usage of mobile brands by consumers in the creation of brand love and attachment

through social media interaction and usability. The findings demonstrate that social media

interaction has a substantial effect on brand love and attachment while social media usability has

a negatively insignificant effects on brand love and attachment, which proves that in order to

love and being attached to a brand does not require an individual to have a knowledge of social


November, 2017


media. It is an understood fact, that when social media was not available, consumers were still

engaged in brand love and attached.

Numerous studies are available on the importance of social media in marketing context, while a

lot are currently introducing new phenomenon and theories that can lead towards effective

customer relationship building techniques (Laroche et al., 2013) and how these issues effect

customer’s love and attachment towards a brand (Wang et al., 2015). In this scenario, a great

need for the influence of social media on the creation of brand love and attachment is developing

(Saboo et al., 2016). The proposed study is a mere attempt to fill this gap (Bolton et al., 2013;

Park et al., 2013; Mitchell et al., 2015; Melanchon et al., 2015). Furthermore, there is a need to

develop measurement scales for social media interaction and social media usability (Hudson et

al., 2015; Lee et al., 2015) while the scales for brand attachment and brand love are already

available in the marketing literature. The current study has already utilized all these scales but

the scale for social media usability is creating an ambiguity with the previous studies as the

reliability is quite low than the previous ones (Das & Mandal, 2016) while the reliability of the

other scales stands close to the studies available (Batra et al., 2012; Hudson et al., 2015; Kang,

2015; Das & Mandal, 2016).

The current study has explored that social media interaction can have a significant impact in love

and attachment towards a brand. If the communication takes place in a positive manner, it is

generally understood that the customer can create a certain position of a brand in the mind of

new customer’s by sharing information, specifications, advantages, pros and cons which in turn

will influence brand love and attachment and vice versa. Similarly, social media usability does

not limit brand love and attachment. Furthermore, if a customer does not have adequate

knowledge or familiar with the usage of social media and does not possess enough skills, cannot

influence their love and attachment towards a brand and vice versa. On the other hand, gender

was used a moderator between the predictor and outcome variables of the study. Both the gender

does not influence social media interaction along with usability on the enhancement or creation

of brand love and attachment.

Conclusion

The present study demonstrated the role of social media in building up the view of brands as

hallowed substances in the minds of online consumers and its impact on creating brand love and

attachment. To this end, the present study used two indicators (in view of prior studies): social

media interaction and social media usability to examine whether these two can enhance brand

love and attachment in the presence of gender effect. It is discovered that social media

interaction impacts brand love and attachment while, social media usability does not

significantly affect brand love or attachment. Gender also does not affect social media interaction

and usability with brand love and attachment. It appears that brand love and attachment is

beyond gender differences. Social media interaction can result in creating attachment and love

for a brand by constantly interacting with peers and reviewing a specific product or service

irrespective of buying power. Such customers, even if they might not be able to afford a brand,

can serve as bringing up the brand.

Managerial Implications Today’s world has changed a lot due to technological innovations and upgradations making

almost everything possible which seemed impossible in the past. Every field has evolved with

the passage of time. Nevertheless, marketing has also evolved with the passage of time. Social

media has gained a huge importance and holds quite an important place in an individual’s life. A

lot of discussion these days is taking place in organizations regarding the importance of social


November, 2017


media in marketing paradigm (Laroche et al., 2013) and how social media influences customer

buying preferences and deep affection and attachment towards a brand (Wang et al., 2015). In

this specific situation, there is desperate need to investigate the way social media interaction and

usability impacts attachment and affection towards a brand by the customers (Saboo et al., 2015).

Additionally, Sarkar et al. (2015) undersigned the need to comprehend the improvement of

brands as sacrosanct being (i.e. the procedure of enhancing brand attachment and love). The

current study's model in this manner is an experimental endeavor to satisfy these gaps in the

literature (Bolton et al., 2013; Park et al., 2013; Mitchell et al., 2015; Melanchon et al., 2015).

Social media plays an influential role in customer’s buying preferences of the youth (Das &

Mandal, 2016). The study has proved and suggests a strategic move for brands repositioning that

were experiencing minimized sales due to fierce competition. Repositioning brands can help

organizations to gain a fair market share and earn a lump sum amount of profit. Such activities

cannot only influence customers on the social media but social gatherings as well. Previous

literature have shown positive results of social gatherings on brand love and attachment

(Karadaras et al., 2003; Casaló et al., 2010). Policy makers and marketers should focus on sales

services, advertisement, and dealing and after sale services in order to enhance brand love and

attachment in the long run.

Marketing managers ought to construct such strategies that can easily grasp customers for their

businesses in order to earn a profitable market share. Managers should be active on the social

media and respond to customer queries through a team of social media experts. It is a general

understanding, that whenever a customer’s query is answered in a satisfying manner, the

customer will not only make the purchase but will recommend friends and peers for the

consumption of that specific product. In this regard, the customer will generate a business for the

organization and can also interact and introduce business offerings on the social media to the

general population. On social media, most of the reviews available are generally customer

written which instills confidence in new customers to consume that product. Such strategies will

enable organizations to compete in the market for a long time.

Limitations and Directions for Future Research

The theoretical framework used in this study was tested through a self-administered

questionnaire. Biased reviews might have been recorded by few respondents (Tax et al., 1998).

In this case some additional surveys should be conducted in order to overcome unfairness. The

sampling frame of the current study involved online mobile phone brands consumers of Pakistan.

The results of this study cannot be generalized to other sectors or other services. Convenience

sampling of the non-probability sampling technique was used rather than probability sampling.

The sampling frame indicates typical mobile brand users in Pakistan. Although this limits the

researchers to generalize their findings, it is recommended to carry out probability sampling

technique in order to improve the validity of the present research findings.

Nevertheless, the role of gender has been used as a moderator between the independent and

dependent variables which mostly proved insignificant. Therefore certain other indicators i.e.

familiarity can be used as a moderator in future studies. Several other factors can be used

between social media interaction and usability which can indicate what factors lead in enhancing

brand love and attachment. As in the case of this study, the hypothesis generated in the study

were accepted while a few rejected but may vary in other sectors. It is believed that future studies

which address these limitations can easily develop more insight understanding of social media

interaction and usability with other determinants as very limited working is available in context

of Pakistan.


November, 2017


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