Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Does brand association, brand attachment, and brand identification mediate the relationship between consumers willingness to pay premium prices and social media marketing efforts? Subject The topic of the resource brand association; brand attachment; brand identification; smartphone brands; SMMEs; social media marketing efforts; willingness to pay premium prices; WTPPP Description An account of the resource This study investigates the effects of social media marketing efforts (SMME) on smartphone brand identification, attachment, association, and willingness to pay premium prices. A survey of 320 smartphone users who followed official social media handles managed by smartphone companies was conducted for this purpose. PLS-SEM was used to analyse the collected data. The findings demonstrated importance of SMME dimensions. According to the studys findings, the smartphone brands SMMEs had significant impact on brand identification, brand association, and brand attachment. The results revealed that SMMEs had significant impact on willingness to pay the premium price. The findings also show that brand identification, attachment, and association mediated the relationship between SMMEs and willingness to pay a premium price. The findings of this study will be useful in developing social media marketing strategies for smartphones. This study demonstrates the use of social media marketing to promote mobile phones, particularly in emerging markets. Copyright 2024 Inderscience Enterprises Ltd. Creator An entity primarily responsible for making the resource Baber R.; Baber P.; Narula S.; Kaurav R.P.S. Source A related resource from which the described resource is derived International Journal of Electronic Marketing and Retailing, Vol-15, No. 6, pp. 662-686. Publisher An entity responsible for making the resource available Inderscience Publishers Date A point or period of time associated with an event in the lifecycle of the resource 2024-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1504/IJEMR.2024.141800" target="_blank" rel="noreferrer noopener">https://doi.org/10.1504/IJEMR.2024.141800</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85205957247&amp;doi=10.1504%2FIJEMR.2024.141800&amp;partnerID=40&amp;md5=4db79b3db17e2320ad4b0dd0a5465896" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85205957247&amp;doi=10.1504%2fIJEMR.2024.141800&amp;partnerID=40&amp;md5=4db79b3db17e2320ad4b0dd0a5465896</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISSN: 17411025 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Baber R., School of Business and Management, Christ University, Bengaluru, India; Baber P., Symbiosis Law School, Noida, (A Constituent of Symbiosis International Deemed University), Pune, India; Narula S., Amity School of Communication, Amity University, Madhya Pradesh, Gwalior, India; Kaurav R.P.S., FORE School of Management, New Delhi, India