She’s just not that into you: The mediating impact of brand attachment on digital interactions

JoAnn Sciarrino and John Prudente
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JoAnn Sciarrino: University of North Carolina at Chapel Hill, USA
John Prudente: University of North Carolina at Chapel Hill, USA

Journal of Digital & Social Media Marketing, 2016, vol. 4, issue 2, 157-169

Abstract: While the theory of brand attachment has been widely studied, very little research has been done to study the number and breadth of digital interactions for those brands with strong brand attachment versus those with weak brand attachment. This paper examines whether brand attachment towards fast-food brands has a mediating impact between loyalty (willingness to recommend) and digital interactions, as well as measuring the relative impact of specific digital interactions on brand attachment. Ultimately, the results suggest that that loyalty alone is not a significant predictor of digital interactions. Furthermore, social media interactions were seen as the highest contributor to brand attachment, suggesting that a consumer with strong brand attachment will have a higher proclivity to follow a brand on social media and subsequently share and create branded content.

Keywords: digital advertising; brand attachment; social media; brand loyalty; marketing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2016:v:4:i:2:p:157-169

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