The Mediating Role of Consumer Brand Engagement in Social Media Marketing and Brand Equity

Abstract

This research examines the mediating role of consumer brand engagement (CBE) between social media marketing (SMM) and consumer-based brand equity (CBBE) in the luxury perfume industry. Utilizing a quantitative methodology, data were collected from 322 participants with substantial knowledge of luxury perfume brands and active social media engagement. The findings reveal strong positive correlations between CBE and CBBE, with cognition, emotion, and behavior identified as key CBE dimensions contributing to brand equity development. The study further explores the impact of various SMM dimensions, including entertainment, interaction, personalization, trendiness, and word of mouth, on CBBE components such as brand loyalty, perceived quality, and brand awareness/associations. These dimensions positively influence consumer engagement and perceptions of brand value. Additionally, the study confirms that compelling social media content significantly enhances CBE, establishing a direct link between SMM and engagement. Moreover, the findings support a sequential relationship, wherein SMM directly influences CBE, which subsequently enhances CBBE. This indicates that social media marketing not only fosters consumer engagement but also indirectly strengthens brand equity by promoting loyalty, awareness, and perceived quality. The study contributes to a deeper understanding of how luxury brands can leverage social media strategies to enhance consumer engagement and brand equity. By effectively utilizing social media marketing, luxury perfume brands can cultivate stronger consumer relationships, enhance brand perception, and drive long-term brand loyalty, underscoring the strategic importance of social media engagement in the luxury branding landscape.