EMOTIONAL ATTACHMENT AND THE PURCHASE INTENTION OF SOCIAL MEDIA BRAND FOLLOWERS: A SOCIO-TECHNICAL APPROACH.

In the age of social media, brands are constantly seeking ways to engage with and influence followers' behavior. Social media platforms enable brands to create diverse content, affecting followers and potential followers, enabling them to customize marketing strategies and increase engagement. One significant factor in determining followers' purchase intention is the satisfaction of followers and their emotional attachment to social media brands. This study aims to investigate the influence of social media brand followers' emotional attachment and satisfaction on purchase intention using a socio-technical system approach. Data from a survey of 244 followers of a social media brand's account were analyzed using PLS-SEM. The finding indicates that the stronger emotional attachments and follower satisfaction, the more likely the follower's intention to purchase from a social media brand. According to the study's findings, social media brands may benefit by adjusting marketing strategies by focusing on socio and technical characteristics such as the value of information provided, personalization, entertaining content, and brand credibility. [ABSTRACT FROM AUTHOR]