The literature emphasizes the importance of perceived social media marketing activities (SMMAs) in shaping various brand-related outcomes. However, their importance in brand attachment formation remains underexplored. Grounded in the Stimulus–Organism–Response (S-O-R) framework and Attachment Theory, this study examines the relationship between SMMAs and brand attachment, and the impact of brand attachment on brand loyalty and consumer engagement with brand social media (CEBSM). A questionnaire survey was conducted with 502 consumers of outdoor and sports brands in Algeria. Data analysis was performed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings unveil that SMMAs, including interactivity, informativeness, personalization, trendiness, and WOM, are positively associated with brand attachment. Furthermore, brand attachment is significantly associated with both brand loyalty and CEBSM. This study makes several theoretical contributions by being among the early studies to examine the individual effects of social media marketing dimensions, the role of SMMA in brand attachment formation, and brand-related outcomes alongside in-platform outcomes. This study offers recommendations to guide community managers and brand managers in clarifying the roles and capabilities of social media marketing in evoking and reinforcing brand attachment.
Laradi et al. (Thu,) studied this question.