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This study examines how brand communication influences consumer‐based brand equity (BEQ) through social networking sites in the presence of brand attachment (BAT) as a mediator. The outcomes related to consumer‐BEQ, such as consumers’ pay intention and loyalty to a brand and a brand’s vocal ability, are also explored in this study. An empirical investigation for 498 responses was carried using Smart‐PLS, Process‐macro & artificial neural network modeling based hybrid approach. The analysis indicates that brand consumer‐BEQ is high when a brand’s communication on social media platforms is positive. A strong mediating role of BAT is confirmed. The study is unique in terms of explaining the role of brand communication on social networking sites and its impact on consumer‐BEQ in the presence of BAT as a mediator. While focusing on Millennials’ tech‐savvy characteristics and considering SNSs as an advanced tool for brand communication, brands should refine their marketing strategy.

Brand value plays a vital role as a mediator between the market and the prospects. Managers with their confidence make relentless efforts to cater to the demand of the market. However, in today's times when the market is flooded with thousands of new products, it is very difficult to position the brand as an 'authentic brand'. In times of the rapidly changing consumer-market scenario, authenticity corresponds to human aspiration and thus has been propounded as a

Purpose The purpose of this paper is to understand the relationship of consumers’ engagement on social networking sites (SNSs) and their brand attachment behavior in the presence of a mediator, brand communication. Further, this mediation has been studied with presence of emojis as one of the significant moderator. Design/methodology/approach Following a descriptive research design, an empirical investigation was carried out by approaching 252 respondents from India to collect data through online survey forms as well as physical questionnaires. The research instrument was developed using a five-point Likert-type scale and items for the constructs in study were taken after literature review. The SPSS 22.0, AMOS 24.0 and Process (Prof A. Hayes) and Daniel Soper’s statistical tool called “Interaction” for moderation graph were employed for data examination and hypothesis analysis. Findings It was found that brand communication mediated the relationship between consumer engagement on SNSs and brand attachment significantly. The availability of emojis for a company during a conversation or in digital ad campaigns on SNSs acts as a mediating moderator and its impact on consumers’ brand attachment behavior is very strong through brand communication. Originality/value The study is original in the sense it provides insights into understanding consumer brand attachment behavior on SNSs.