Impact of social media marketing on self-identity and brand relationship quality: The moderating role of product involvement

Abstract

The current study aims at investigating the impact of social media marketing on self-identity and brand relationship quality with moderation of product involvement in the relationship between variables of interest. The study is carried out for the cosmetics sector. Using cluster sampling technique, a sample of 181 senior business students were selected to participate in the survey research. The results reveal that social media marketing has a positive significant impact on self-identity and on brand relationship quality. Further, self-identity has also positive impact on brand relationship quality. Moreover, the moderating role of product involvement in all the three direct relationships has been found significant. For practitioners, the findings will be helpful for understanding the importance of social media marketing in establishing twoway communication, designing appropriate strategies for developing selfidentity and ultimately leading to improved brand relationship quality. This study opens a new horizon for identifying ways in which brand outcomes can be improved. Theoretically it measures the empirical significance of product involvement by linking it to self under theory of identification.

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