Exploring the Relationship between Emotional Branding Strategies and Brand Attachment on Social Media for Skincare Products in Malaysia

Ooi, Rou Xin (2024) Exploring the Relationship between Emotional Branding Strategies and Brand Attachment on Social Media for Skincare Products in Malaysia. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

This study explores the relationship between emotional branding strategies on social media and brand attachment in the skincare industry in Malaysia. With the increasing reliance on emotional branding to influence consumer behavior, this research investigates how specific emotional strategies used by skincare brands on social media platforms affect consumers' brand attachment. Using a quantitative research design, a sample of 100 social media users with skincare experience was surveyed using convenience sampling. The survey, conducted through Google Forms, employed a six-point Likert scale to assess participants' agreement with statements related to brand attachment and emotional branding. SPSS was used to analyze the data, with tests for reliability, validity, and correlations, including Pearson Correlation and Cronbach’s alpha. The results indicate that positive and negative emotions driven by emotional branding play a significant role in fostering brand attachment. However, certain variables, such as consumers’ purchasing decisions based on product features, showed incongruent correlations with emotional factors. These findings offer insights into how skincare brands can leverage emotional branding strategies to strengthen consumer attachment and loyalty in Malaysia. The study contributes to the growing body of research on emotional branding, particularly within the context of social media marketing for the skincare industry.