This study is the latest published in the most famous websites on social media marketing:
Given the growing interest in the role that social media marketing activities for brand (SMMA) play in providing better experiences, the current study examines the associations between SMMA, brand experience, purchase intent, and attitude toward a brand. This study also assesses customer generation (Millennials vs. non-Millennials) and the level of customer engagement (high vs. low) as coordinators in the SMMA Brand Experience Link. 413 answers were collected from individuals who follow a brand on social media and use structural equation modeling for the purpose of analysis. The findings suggest an essential role for SMMA in driving brand experience, purchase intent, and attitude toward the brand. The results also demonstrate that the SMMA brand experience correlation varies with the generation of consumers (Millennials vs. non-Millennials) and the level of customer engagement (high vs. low) with brand SMMA. These findings help marketers understand the role of consumers’ generation and their level of participation in the SMMA brand experience relationship. The study concludes with implications, limitations and future avenues of research.