The Application of Consumer/Brand Engagement Model on Pakistan's Social Media Consumers

Abstract

Nowadays advertisers are using social media to involve consumers in order for them to engage with the brand being marketed; thus, leading to self-brand connections and brand usage intent. This paper focuses on how can consumers be involved with a brand that will make them cognitive process the brand, develop affection towards it and generate an activation based behavior. This consumer/brand engagement will in turn lead the customer towards developing a self-brand connection with the brand and/or develop intent to use the brand being advertised. A quantitative research method has been used to distribute a closed ended survey questionnaire to 187 respondents who have accounts and are active on social media platforms in Pakistan. The research has used Structural Equation Modeling (SEM) to apply the consumer brand engagement model on social media consumers of Pakistan. This research can help marketers and advertisers in focusing on targeting different consumers' online brand related activities through specific social media platforms.