Abstract

This study examines how social media marketing tactics —specifically post frequency and discount offers —shape brand attitude and influence purchase intention and word-of-mouth (WOM) in the context of Sapphire, a leading Pakistani fashion brand. Drawing on the Theory of Reasoned Action, the Elaboration Likelihood Model, and the Stimulus-Organism-Response framework, a conceptual model was tested using structural equation modeling (SEM) on survey data from 200 active social media users. Findings reveal that both post frequency and discount offer significantly enhance brand attitude, which acts as a key mediator linking these strategies to purchase intention and WOM. A positive brand attitude increases both the likelihood of purchase and advocacy behavior. The study contributes to the digital marketing literature by integrating content and promotional strategies into a unified model. It offers practical insights for marketers on balancing engagement consistency with promotional incentives to foster sustainable brand growth.