Exploring the Impact of Media Richness on Brand Engagement and Brand Trust: The Mediating Role of Emotional Attachment

Abstract

In the digital age, the contemporary social media enables enhanced media richness. From there, customers are attached to the brand, and strengthen brand trust. The objective of this research tests the influence of media richness on brand engagement and brand trust, with the mediating role of emotional attachment. Using the survey method, the research collected 252 valid samples for analysis. Partial least squares structural equation modeling was employed to examine the proposed model. Research results show that media richness has the positive influences on emotional attachment, brand engagement, and brand trust. Besides, emotional attachment plays a mediating role in the influence of media richness on brand engagement and brand trust of consumers. From there, the research offers managerial implications to enhance brand engagement and brand trust.