P.-J. Stanners’s research while affiliated with Edith Cowan University and other places

... Social media marketing should no longer be viewed solely to influence consumers but also as a powerful and profitable tool for image building. As a result, social media currently competes with traditional means of promotion (Erdoğmuş and Cicek, 2012;Hanna et al., 2011;Mangold and Faulds, 2009) such as television, newspapers, and magazines as an effective means for forming emotive links with brands (Leong et al., 1998). This research contributes to our understanding of the power of SMME by theorising and verifying the mediating role of brand identity, brand attachment, and brand association in the relationship between SMME and WTPP. ...

Reference:

Does brand association, brand attachment, and brand identification mediate the relationship between consumer’s willingness to pay premium prices and social media marketing efforts