Relationship of Paid Social Media Advertisement with Brand Equity: Mediating Role of Emotional Brand Attachment among Cosmetics Consumers

Abstract

The cosmetic industry in Pakistan is rapidly growing, especially the use of social media for advertising, which demands innovative strategies. Previous studies have explored different aspects of social media engagement on brand equity across various retail and service sectors. This research extends on these studies by examining the association of paid social media advertisement on brand equity and its dimensions (brand image, brand awareness and brand loyalty), also it is focusing the mediating role of emotional brand attachment for this relationship, specifically within the context of Pakistan’s cosmetic industry. Using a quantitative research approach, data via self-administered questionnaires from 315 female respondents were collected from Islamabad and Rawalpindi. Data were analyzed using SmartPLS.

Study results indicate that paid social media advertisement is favorably associated with the brand equity and its dimensions, and emotional brand attachment mediates this relationship. The findings further underscore how strong emotional attachment enhances the effects of social media advertisement on brand image and loyalty, reinforcing consumers’ emotional connections with cosmetic brands are pivotal in elevating brand equity. Lastly, the discussion highlights the implications for the extant literature and for the marketers in the cosmetic industry, suggesting that tailored social media strategies fostering emotional brand attachment can significantly elevate brand equity.