Social media marketing, brand experience, and masstige brands in an emerging market: navigating engagement

Social media has become a vital tool for masstige brands in the rapidly changing world of digital marketing. We examine how social media marketing (SMM) affects customer involvement based on the sensory, emotive, behavioral, and intellectual aspects of brand experience. Using a mixed-method approach, critical engagement dimensions unique to masstige companies were identified through a netnography. A conceptual model that connected SMM to different types of engagement – purchase, influential value, co-creational, social media, and knowledge – was then tested through a survey. The results show that brand experiences highly influence these engagement outcomes, underscoring the significance of experiential techniques in improving consumer-brand interactions. In addition to providing helpful information for marketers looking to maximize their social media tactics for a range of engagement outcomes, this research advances the theoretical understanding of masstige branding.