Exploring The Role of Brand Nostalgia and Social Media Connectedness: An Influential Factor for Brand Page Engagement.

Abstract

In this era of digitalization, it has been a keen interest of business brand houses and marketing researchers to understand the complexity of consumer brand relationship in the context of social media (Raza et al., 2020). Brands can strategically exploit the synergy between brand nostalgia and dynamic social media connectedness (Simon and Tossan, 2018). But there is no complete model for brand nostalgia fostering social media connectedness leading to brand page engagement. Hence, this research aims to close this knowledge gap by developing a conceptual model. Despite the existing body of literature on social media connectedness and brand nostalgia, which offers valuable insights into the relevance and effectiveness of the concept, there is an evident requirement for more comprehensive qualitative investigations as many studies currently lack a strong theoretical framework.