The Relationship Between the Sustainability of Brand Marketing Communications and the Well-Being of the Saudi Consumer

Abstract

This study examined the relationship between brand sustainability and Saudi consumer well-being based on the PEOM model of marketing communications and PERMA well-being dimensions, and the relationship between brand sustainability and Saudi consumer well-being. This study used a quantitative approach and employed a descriptive analytical approach, with a field survey focusing on the PEOM and PERMA dimensions, as well as brand sustainability. This study collected primary data from Saudi customers in the first quarter of the year 2024. The results indicated that the economic dimension of brand sustainability was more important to consumers, followed by social and environmental dimensions. Among the preferred marketing communication channels, earned media achieved the highest score, followed by owned and paid media. Engagement and positive emotions emerged as the most prominent well-being dimensions. This study identified significant relationships between Saudi consumer well-being and marketing communication tools, Saudi consumer well-being and brand sustainability dimensions, and marketing communication tools and brand sustainability, emphasizing the importance of demographic factors. These findings suggest that reallocating marketing budgets to focus on earned and owned media can enhance consumer engagement and well-being. This study underscores the essential role of integrated marketing communication strategies within the framework of the PERMA model in advancing consumer well-being and brand sustainability.

1. Introduction

Consumer well-being (CWB) is a complex and multifaceted concept that directly contributes to meeting consumer needs (Eshaghi et al., 2023) [1]. Exploring the potential for value creation through consumer well-being is a strategic approach that can enhance brand strength, resilience, and adaptability to consumers’ evolving needs and expectations (Chidley, 2024) [2]. Many brands have increasingly focused on the concept of well-being because of its positive impact on consumers’ lives. Support for well-being has grown, recognizing it as a multidisciplinary issue that encompasses various dimensions. Its measurement methods have evolved in accordance with its field of application (Butler & Kern, 2016) [3].

PERMA refers to the application of Martin Seligman’s original positive psychology model to marketing strategies and practices. The five core elements involved in the concept are positive emotion; engagement; relationships; meaning; and achievement. These elements, when applied to marketing, help brands design strategies that not only promote their products or services but also enhance the well-being of their consumers (Farmer & Cotter, 2021; Umucu et al., 2022; Vodišek Razboršek et al., 2023) [4,5,6].

According to The Converged Media Imperative (2012) [7], the challenge of navigating media clutter remains constant for brands, regardless of the channel or medium used by consumers. This has forced brands increasingly towards digitization, where technology assists in engaging the consumer through the various sensory inputs in the digital environment. Customer experience and actions on websites and other digital tools remain greatly influenced by the digital tools in place (Horáková et al., 2022) [8].

The widespread adoption of digital advancements has fundamentally altered customer and firm engagements. In 2022, there were over 4.5 billion social media users globally, with this number projected to rise to approximately 6 billion by 2027 (Kulikovskaja et al., 2023) [9]. Studies have demonstrated that social media use enhances subjective well-being by fostering a sense of social capital and connectivity (Verduyn et al., 2017) [10]. Consequently, the public is likely to hold a more favorable view of brands that prioritize well-being in their marketing campaigns (Dasgupta, 2023) [11].

Sirgy (2021) [12] developed numerous academic standards to measure consumer well-being and its related variables.

Most of the research on consumer well-being in the current scenario is biased toward Western nations (Zhao & Wei, 2019) [13]. Surprisingly, there has not been a specific study on the perception of consumer well-being in relation to the PERMA model or its association with marketing communication tools. Most of the research to date has focused on determining consumer well-being in relation to consumption and products (Lee & Sirgy, 2012) [14].

It is inevitable that brands will categorize media using the POEM model or other classifications as being earned, owned, and paid media. Although it has been conventionally used and is not new in the marketing realm, the rise of social media calls for its re-evaluation and application. Organizations that skillfully navigate these types of media in an integrated manner have successfully reached and engaged their customers (Machado & Davim, 2016) [15].

Laurie et al., 2024 [16] confirm that the POEM model should be a strategic focus for marketing and communications departments.

This gives rise to the present study’s main issue, which examines the connection between the sustainability of marketing communications within the POEM model and the PERMA model of well-being dimensions. Brand sustainable development was conceptualized in economic, environmental, social, and planetary contexts in this research. The objective is to determine the parameters of the PERMA and POEM models, as well as the sustainability of brand dimensions. The findings of this study will be useful to brands in Saudi Arabia, particularly towards the use of communication tools as a means of enhancing the well-being of consumers.

From a business standpoint, this research provides a crucial roadmap for marketers interested in increasing consumer well-being. From a scientific standpoint, there has been little research applying the PERMA model to consumer well-being, making this study pioneering in this respect. Moreover, while well-being research has predominantly focused on products, there is a notable lack of studies that examine how marketing communication tools contribute to consumer well-being, especially that these tools are at the forefront of brand–consumer interactions.

It can also be stated that the connection between the dimensions of the PERMA and PEOM models in achieving sustainability goals has not been explored in any previous research. However, the PEOM model provides a practical application for sustainability in the owned and earned media and the regulation of the use of paid media, especially since many brands believe that achieving consumer well-being is linked to substantial financial spending. This study addresses a critical gap in the literature by exploring the relationship between brand sustainability and the well-being of Saudi consumers.

2. Problem Statement and Objectives

Marketers are also increasingly aware that consumers’ well-being is a significant concern. In a survey taken by Forrester Research in March 2013 involving nearly 85,000 participants from the U.S., Canada, and Europe, it was reported that 91 percent of the consumers were concerned about the issue. The research revealed that only fourteen percent of social networking site users trust posts from businesses or brands, while just nine percent of them trust online advertisements. These low levels of trust could potentially be higher if marketers considered the well-being of consumers (Ittersum, 2015) [17]. With a constant stream of advertising messages always pelting at the different media, these advertisements can possibly negatively impact consumer well-being (Stafford & Pounders, 2021) [18].

Previous research on the relationship between well-being and social media use was reviewed, providing insights relevant to the current investigation. The findings confirmed a bidirectional relationship between well-being and social media use (Gudka et al., 2021) [19]. Given that consumer well-being is a relatively new research field, particularly in its connection with marketing communication tools aimed at brand sustainability, this study explores this relationship by applying the PERMA and PEOM models for well-being and media, respectively, with a focus on brand sustainability.

The emergence of consumer well-being as a promising field rooted in positive psychology and intertwined with marketing and communication sciences presents several significant challenges. Specifically, the complexity lies in applying the PERMA model and linking it to the PEOM model to develop a conceptual framework that promotes consumer well-being, while ensuring the sustainability of brand communication. Despite its proven effectiveness in transitioning from positive psychology to various disciplines, most research on consumer well-being has not utilized the PERMA model. Furthermore, this context often overlooks brand sustainability.

Consumer well-being has become a global imperative, particularly in relation to consumers’ emotional and cognitive brand experiences. Adopting the PERMA Well-being Scale, which has been extensively tested in positive psychology and applied in fields such as tourism, education, and medicine, could offer valuable scientific and conceptual insights into consumer well-being, despite ambiguities in concepts and measurement.

In addition to exploring this relationship, this study aims to identify the characteristics of Saudi consumers’ well-being, the types of media they use most frequently, and the connection between these media and sustainability. Notably, global research on the PEOM model is limited, and studies within the Arab media context are almost non-existent, despite its integration within marketing communication strategies to enhance brand efficiency and sustainability. Therefore, this study investigates the extent of the relationship between brand sustainability and Saudi consumers’ well-being.

This consideration leads to the study’s central question: Is there a relationship between brand sustainability and Saudi consumers’ well-being?

The objectives of this study are to investigate the association between brand sustainability, which encompasses sustainability dimensions, marketing communication, and Saudi consumers’ well-being. Additionally, this study analyzes variations in participants’ responses to marketing communications, sustainability dimensions, and aspects of well-being based on demographic variables. It also seeks to determine the most frequently used marketing communication tools, dimensions of brand sustainability, and the overall well-being of the Saudi consumer population.

3. Theoretical Framework

The integration of the Paid, Earned, Owned Media (PEOM) model; the Positive Emotion, Engagement, Relationships, Meaning, Accomplishment (PERMA) model; and brand sustainability concepts form the foundation of this research. PEOM provides a framework to understand brand communication with consumers.

This model helps marketers effectively plan and execute marketing campaigns (Schweizer, 2022) [20]. Linking the well-being model to communication tools is a relatively new area of study, especially with the rise of digital communication platforms. These tools offer numerous advantages that contribute to consumer well-being. This study seeks to explore this link by integrating the digital media model with the well-being model (Khalid et al., 2023) [21].

Paid media refers to any form of media that requires payment, including sponsored posts created and funded by the associated business (Poem Model (Engati), n.d.; Mattke et al., 2019) [22,23]. This type of media involves brand advertising through third-party channels, such as traditional paid ads, social media ads, and banner ads (Vasan & Gupta, 2021; Schweizer, 2022) [20,24]. While paid media provides a level of control over advertising, unregulated use can lead to increased chaos and high costs (Abdow, 2024) [25].

Earned media, on the other hand, is created by the public and contains information about a company, as well as its services or products. In the digital context, feedback encompasses customer ratings, suggestions, and reposting on social networks (Grayson, 2023) [26]. Customers, rather than advertisers, typically control earned media, which includes word-of-mouth, expert reviews, and press coverage (Rethinking, 2024) [27].

Owned media refers to content that a company owns and controls, including its websites and social media profiles. More broadly, it includes any print or digital media content that businesses own and use to engage their audience (Wan, 2019) [28]. When effectively utilized, owned media offers complete control, unlimited longevity, extensive reach, versatility, and cost-effectiveness (Anthonybarnum, n.d.) [29]. Using social media as an owned media channel can also help brands build communities (Belden, 2013) [30].

PERMA

Well-Being:

Positive psychology is defined as the study of circumstances and mechanisms that enable individuals, communities, and institutions to thrive and operate at their best. According to Gable and Haidt (2005) [31], well-being originates from positive psychology. One modern definition of well-being is “a state of positive feelings and realizing full potential in the world, measurable both subjectively and objectively using an autogenic approach” (Simons & Baldwin, 2021) [32]. Individuals apply their own criteria when evaluating well-being (Julien et al., 2023) [33].

In his book Flourish, Seligman (2011) [34] presented a new definition of well-being. Seligman (2011) [34] stated that well-being consists of five core elements—positive emotions, engagement, relationships, meaning, and accomplishment (PERMA)—which collectively represent the multifaceted nature of human flourishing (Lombardi et al., 2011) [35]. Seligman further emphasizes, “In 2021, I suggested that PERMA (Positive Emotion, Engagement, Relationships, Meaning, and Accomplishment) encompasses the essential elements of well-being” (Seligman, 2018) [36].

P—Positive Emotion: In the PERMA model, positive feelings are one of the five components that contribute to well-being. These emotions include pleasure, euphoria, comfort, and warmth (Qahtan et al., 2023) [37]. Experiencing contentment, pleasure, love, thankfulness, and similar emotions in the present moment also falls under this category (Donaldson et al., 2022) [38]. Happiness is just one aspect of a positive emotion; there are many others (Madeson, 2023) [39].

E—Engagement: Engagement occurs when individuals fully commit their abilities, strengths, and attention to challenging tasks. A key aspect of engagement is the state of complete absorption, or being ‘in the flow’, while performing life activities (Donaldson et al., 2022) [38]. For instance, consumers may interact with an AI chatbot to ask questions or post queries on social media, where a brand’s customer support representative responds (Cheng and Jiang, 2024) [40]. Customer engagement refers to the interactive relationship between the consumer and the brand, ultimately leading to a state of deep immersion (Vapiwala & Pandita, 2022; Yao, 2024) [41,42].

R—Relationships: Having a sense of belonging and maintaining good relationships with others are critical aspects of well-being (Au & Kennedy, 2018) [43].

These involve helping, receiving social support, and trusting others (Schwartz et al., 2016) [44]. Positive relationships are essential for health, longevity, and other significant outcomes, as supported by substantial evidence (Schwartz et al., 2016) [44]. In the context of marketing communications, Hoyne points out that the primary goal of digital marketing is building relationships rather than merely focusing on transaction conversion (Diorio, 2022) [45].

M—Meaning: Everyone has a unique sense of meaning and purpose. Pursuing meaning can involve a variety of activities such as a career, creative project, or social cause (Madeson, 2023) [39]. Achieving meaning often requires using one’s skills to accomplish goals that are considered significant (Kun et al., 2016) [46]. The concept of meaning encompasses the belief that one’s life has direction and purpose (Leontopoulou, 2020) [47].

A—Accomplishments/Achievements: Many people are motivated by the desire to succeed and demonstrate their skills and mastery (Croom, 2015) [48]. Reflecting on their lives, feelings of pride enhance their well-being. However, success and well-being are also tied to an internal drive, where individuals work toward goals for the sake of self-improvement (Madeson, 2023) [39]. To live a purposeful and fulfilling life, it is essential to set and achieve objectives and strive for excellence (Kun et al., 2016; Donaldson et al., 2022) [38,46].

4. Literature Review

Although the PERMA model has not been specifically applied to consumer well-being, this study aims to explore its dimensions within the context of well-being research. Additionally, studies addressing the PEOM model are limited, with most of the articles found on electronic platforms. The researcher reviewed the previous studies.

4.1. Poem Model and Customers

Rehman et al., 2022 [49] concluded that the public tends to engage socially through social media platforms, examined the evolution of marketing communications, and developed a theoretical concept that integrates integrated marketing communications (IMC), social media (SM), and consumer-generated media (CGM). Researchers suggest that brands should not ignore the entire mechanism of participation and interaction with consumers. Instead, all IMC-SM/CGM synergy tools must operate in tandem. Although this study does not specifically utilize the PEOM model, it underscores the importance of integrating marketing communication in their respective roles.

Milichovský (2013) [50] conducted a study involving 117 respondents in the Czech Republic to examine the intensity of marketing communication tool usage and gender differences. The study revealed that most companies rely on traditional advertisements through television, radio, newspapers, and magazines. The study also found that gender influences individuals’ perceptions of the quality of marketing communications, confirming gender-based differences in the use of these tools. This finding aligns with one of the research questions regarding gender differences in media use.

In a related study, the IBM Institute [51] conducted a global survey of 15,600 individuals aged 13–21, focusing on Generation Z. The survey found that this generation prefers Facebook and favors the use of applications over webpages. Additionally, Generation Z expressed a strong interest in participating in brand activities and showed a clear preference for environmentally friendly brands. The IBM Institute’s study [51] also provided an index of brand sustainability specifically for Generation Z, which is relevant to the indicators this research aims to explore.

Lovett and Staelin (2016) [52] conducted a study on viewers of the action drama “Human Target”, reviewing the various ways a brand can communicate with its audience through earned, owned, and paid media. A total of 1127 participants were members of Procter & Gamble VocalPoint virtual communities. Through descriptive analyses, the study found that earned media are more influential than paid or owned media (Lovett and Staelin (2016) [52]. This study is important because it categorizes media using the PEOM model; however, it failed to address the relationships between media preference, media consumption, and consumer health, which is the main concern of the present research. Given these insights, the following question arises: Which marketing communication tools are most utilized by Saudi consumers?

Xie et al., 2018 [53] compared the cultural perspectives of 42 advertising and public relations practitioners in China and the United States on the coordination of marketing communications under the influence of emerging media using the PESO model (paid, earned, shared, and owned media). This study revealed that the growth of social media has significantly impacted both countries. Additionally, the study revealed that China, where social media practices, like paid influencers and mobile advertising, are more prevalent, did not widely adopt the PESO model. In contrast, the United States is considered more advanced in marketing communications, though both countries recognize the widespread use of paid media. The study elucidates the professional practices of the media division using the PESO model rather than the PEOM model, offering a comparison of media strategies across different countries.

Laurie et al., 2024 [16] used the PEOM model as a teaching method in a study on social media marketing from a strategic perspective, based on marketing communication goals. The study was conducted by four marketing communication education professionals and involved 40 applications of the PEOM model over three years at a British business school. The study concluded that classifying media into paid, owned, and earned categories is particularly effective for teaching marketing and that using this model is beneficial for managing complex campaigns. These results suggest a relationship between advertising and paid media.

(Lieb, 2012) [7] conducted a separate qualitative study that involved 34 research interviews: 29 briefings with professionals from major brands, media agencies, and industry experts and a secondary analysis of 40 case examples of brands integrating owned, earned, and paid media. The study found that marketing departments in most companies and brands lack a media integration strategy and are deficient in content marketing, which is essential for maintaining owned channels and responding quickly to media earnings. The study confirms the importance of integrating owned, paid, and earned media as essential guides for marketers in developing brand marketing communication strategies.

Although the study primarily focused on media teaching strategies, it also highlighted future practices for marketing graduates. The study validated an underlying trend, emphasizing the crucial role of media division strategy. However, the study specifically focused on media tools that contribute to brand sustainability, particularly owned media, which start with effective marketing content.

4.2. Perma Model Dimensions

The PERMA model has been directly applied in various fields, including tourism Zhang (2023) [54], health (Simons & Baldwin, 2021) [32], and education Ibrahim and Alhekmania (2022) [55] and Kovich, M.K. et al., 2022 [56]. However, studies linking the PERMA model to media are nearly nonexistent. Among the studies that addressed the engagement dimension, Voorveld et al., 2018 [57] focused on developing the theory of digital participation by monitoring audience interaction across eight social media platforms: the X platform (formerly Twitter), Instagram, Snapchat, LinkedIn, Facebook, YouTube, Google+, and Pinterest. The sample included 1346 individuals aged 13 and older. This study found that Snapchat, Facebook, and Instagram primarily serve as platforms for social interaction, despite each platform having unique characteristics that facilitate public participation. Conversely, YouTube, Facebook, and Twitter generated negative feelings towards advertising. Interestingly, Instagram was identified as the most enjoyable platform for advertisements, while Pinterest was seen as the most satisfying platform for motivating and objective advertising. This indicates that advertisement sharing, and social interaction vary across these platforms.

Changani and Kumar (2024) [58] explored how marketing communication through social media platforms leads to brand loyalty by enhancing audiences’ engagement. The study, which involved 245 social media users, concluded that social media platforms have direct impacts on increasing audience engagement.

Kumar et al., 2024 [59] investigated the impact of social media influencers on consumer brand engagement using parasocial relationships and social identity theories. The study focuses on Soul Maté, a food company in Finland that leverages influencers on social media platforms. The findings reveal that influencers significantly contribute to stimulating customer interaction and brand participation.

Vinerean and Opreana (2021) [60] examine the relationship between customer engagement and social media using a higher-order model. The study was conducted on Facebook using an international sample to explore the extent of customer engagement with a brand and its role in customer loyalty. The findings indicated that cognitive engagement was the most significant factor, as customers were motivated to learn about the brand. This was followed by behavioral and emotional participation, which together created relationships that led to customer loyalty to the brand.

Zhang et al., 2022 [61] developed an emotional communication model for brands on social media using the system dynamics (SD) method to analyze a new product system. This study spanned eight months, simulating this model, and concluded that the emotional communication model was effective in meeting consumers’ needs. The study highlighted that consumers are no longer passive and that social media has increased customer engagement. The study successfully combines participation and emotions in marketing communication tools.

This study, among others that have addressed the dimensions of positive emotions and relationships, provides valuable insights into the effectiveness of these elements in fostering brand loyalty and customer engagement.

Among the studies that addressed the dimensions of positive emotions and relationships, Mahmoud et al., 2021 [62] explored generational differences among women in Nigeria concerning marketing communications for various brands. The study used an emotion test to compare Generation Z and Generation X and found that Generation Z had a stronger intention to follow brands and was more likely to recommend them to others based on positive experiences.

Jamil et al., 2023 [63] conducted a study examining the impact of social media influencers on consumer well-being, specifically focusing on the TikTok platform. The study involved 190 participants and concluded that influencers with strong arguments positively affected consumer well-being. The study also revealed positive relationships between influencer friendliness, decreased consumer anxiety, and increased consumer well-being.

In a master’s study, Qasim et al., 2012 [64] analyzed customer support service practices in Sweden, specifically focusing on companies providing home broadband internet. The study conducted interviews with 20 service subscribers and concluded that customer support services play a crucial role in ensuring customer satisfaction. Poor support can weaken the relationship between the service provider and customers, leading to negative word of mouth for the brand.

Subramanian (2017) [65] conducted a study on the role of incentives in shaping consumer mentality by reviewing the literature on consumer-directed incentives. The study concludes that providing both material and non-material incentives can influence consumer perceptions.

A 2019 report by Wirecard [66] on consumer incentives included three surveys on consumers’ expectations, experiences, and loyalty to brands. The sample consisted of 1051, 1043, and 1049 respondents aged 18 and above from various racial backgrounds and states across America. The report discovered that incentives sometimes influence consumers’ brand choices, with most customers expressing a desire for those, indicating that incentives sometimes influence consumers’ brand choices. The report confirmed that digital experience offers a convenient way to deliver incentives to customers.

Dienlin and Johannes (2020) [67] examine the impact of digital technology on well-being. When asked directly, 31% of U.S. teenagers believed the impacts were primarily positive, 45% considered the effects to be neutral, and 24% viewed the effects as primarily negative. Among those who saw social media as beneficial, some mentioned that it helped them to connect with like-minded people, maintain friendships, and access information.

From this perspective, we investigated the following question: What are the most effective dimensions of Saudi consumers’ well-being?

4.3. Studies Linking Marketing Communication Tools to Well-Being

None of the studies that have examined well-being and happiness in relation to marketing communication tools have applied the PERMA model of well-being. For example, Brailovskaia and Margraf (2016) [68] conducted a comparative study in Germany involving 945 participants, including 790 Facebook users and 155 non-users. This study explored the relationship between personal traits and mental health variables, revealing that Facebook use was associated with self-love, as well as higher levels of happiness, social support, and life satisfaction.

Uysal et al., 2013 [69], in their study titled “Mediating Effect of Facebook Addiction on the Relationship Between Subjective Vitality and Subjective Happiness”, examined the subjective vitality and happiness of Facebook users. The sample included 297 university students (157 females and 140 males). The regression analysis revealed that Facebook addiction partially mediates the relationship between subjective vitality and happiness, which helps to explain the connection between these variables.

Similarly, Tang’s (2022) [70] study, titled “Relationship Between TikTok Usage and Youth Well-Being Involving Personality Characteristics”, investigated 596 TikTok users in China to explore how user characteristics mediate the relationship between TikTok usage and youth well-being. Utilizing both the technology acceptance model and gratification theory, the study highlights the significant impact of user traits on social media engagement. The findings align with BERMA well-being theory, which explains that the need to use TikTok accounts for 71.1% of the variance in youth well-being during the study period.

In parallel, Bano’s (2019) [71] research on 266 students in Pakistan revealed that time spent on WhatsApp positively impacted students’ well-being and psychological comfort, further reinforcing the relationship between social media use and well-being. Expanding on this connection, Gan’s (2017) [72] pilot study of 215 WeChat users in China demonstrated that behaviors such as “liking” on social media are driven by enjoyment, social gratification, and utilitarian needs (e.g., information seeking), all of which determine the level of user engagement on platforms such as WeChat.

This growing body of research highlights the complex interplay among social media use, individual characteristics, and well-being across various platforms and cultural contexts.

5. Study Hypotheses

The study hypotheses are outlined as follows:

(1)

There is a positive relationship between brand-owned media and dimensions of well-being of the Saudi consumer.

(2)

There is a positive relationship between a brand’s earned media and the Saudi consumer’s well-being dimensions.

(3)

There is a negative relationship between paid brand media and the Saudi consumer’s well-being dimensions.

One study that explores the link between digital marketing communication tools and consumer engagement is Zhang’s (2023) [54] study on optimizing customer engagement through strategic digital marketing and financial management. The study aims to validate a digital marketing model and improve customer experience utilizing a combination of quantitative and qualitative approaches. This study was conducted with 384 customers from digital institutions in China. The findings reveal that consumer engagement and loyalty are sustained within the institutions studied due to the application of customer-focused digital marketing strategies.

The study by Saura et al., 2020 [73] also indicates that digital marketing has evolved into a sustainable messaging strategy that organizations use to understand consumer behavior and connect online. A creative aspect emphasized in the study is the simultaneous achievement of consumer well-being and brand sustainability.

The information above raises several questions:

(1)

What are the differences in the sample’s responses to marketing communication tools, branding sustainability, and consumer well-being based on their characteristics?

(2)

Which sustainability dimensions of brands are most used by Saudi consumers?

(3)

Is there a relationship between a brand’s sustainability dimensions and the sustainability of its marketing communications?

In reviewing previous studies, no research has specifically applied the PERMA model to marketing communication tools, or the PEOM model, even though applying the PEOM model can achieve communication sustainability between a brand and its customers. Furthermore, no study has linked general well-being to the sustainability dimensions of brands, which highlights the significance of this research, given the scientific and conceptual gaps in this field.

6. Research Methodology

6.1. Study Methodology

This study employs a cross-sectional quantitative research design to investigate the relationships between brand sustainability, marketing communications, and consumer well-being in Saudi Arabia. This cross-sectional approach provides a comprehensive snapshot of consumer perceptions and behaviors at a specific point in time, facilitating efficient data collection from a diverse sample of the Saudi population.

Within its quantitative framework, this study employs both descriptive and analytical methods. It aims to identify the dimensions of luxury for Saudi consumers, examine the most commonly used marketing communication tools, and explore the relationships between these tools and brand sustainability. Descriptive research focuses on identifying and describing existing phenomena, while analytical research aims to understand underlying factors and causes (Manjunatha, 2019) [74].

Data were collected through a field questionnaire, with indicators developed from the PEOM and PERMA models along with the sustainability dimensions of brands outlined in the theoretical framework. This study employed a random sampling method to ensure that all participants had an equal opportunity to be included (Noor, Tajik & Golzar, 2022) [75].

6.2. Research Tool

The questionnaire was developed based on previous studies that addressed the PERMA and PEOM models (Madeson, 2023; Au & Kennedy, 2018; Butler & Kern, 2016; Schwartz et al., 2016; Ibrahim, and Al-Hakmaniya, 2022; Engati, 2024,Vasan & Gupta, 2021; Grayson, 2023; Al-Ghamdi, 2024) [3,22,24,26,39,43,44,55,76].

For the product category, the Feng and Mueller (2019) [77] scales were adapted, which had been tested in the Al Hilal (2023) [78] study of Saudi society, in addition to utilizing statistics on modern products within Saudi society (Marn, 2024; Matjrah, 2024; Rewaa, 2024) [79,80,81].

Regarding sustainability indicators of brands, the questionnaire relied on the literature related to sustainable marketing (Abu Wardeh, 2017) [82].

Both negative and positive statements were included to ensure the reliability of the tool (Ismail, 2019) [83], which were reviewed by field experts and specialists. The overall reliability coefficient of the tool was 0.970.

6.3. Population and Sample

The study population consisted of both Saudi males and females. The sample included 821 Saudi consumers with a KMO value of 0.967, indicating that the sample size was adequate.

6.4. Statistical Methods

The statistical methods used in this study included descriptive statistics (frequencies, percentages, means, standard deviations, and figures), Cronbach’s alpha coefficients, KMO, the Kolmogorov–Smirnov test, and a t-test. Pearson’s correlation analysis was conducted to determine the significance of differences between the mean responses of the study sample based on gender. Pearson’s correlation coefficients were employed to assess the validity and internal consistency. Additionally, one-way ANOVA was used to examine the significance of differences between the mean responses of the study sample across variables such as marital status, highest academic qualification, region, age, monthly income (in dollars), and occupation. Data analysis was performed using SPSS 25.

6.5. Study Boundaries

This study was conducted in the first quarter of 2024 and focused on the Saudi Arabian population, encompassing both males and females. The objective of this study was to investigate the dimensions of Saudi consumer well-being, their relationships with marketing communication tools, and the extent to which these factors contribute to communication sustainability for brands.

6.6. Study Model

The study model presents a comprehensive conceptual framework that illustrates the relationship between the various dimensions of branding sustainability (independent variables) and their impacts on Saudi consumer well-being (dependent variable). It posits that the economic, social, environmental, and planetary dimensions of brand sustainability (independent variables) are interconnected, contributing to positive emotions, engagement, relationships, meaning, and accomplishments, all of which ultimately influence consumer well-being (dependent variable) in Saudi Arabia. Additionally, the model highlights that marketing communications, whether owned, paid, or earned media (independent variables), play a crucial role in shaping perceptions of brand sustainability. This suggests that effective marketing strategies that communicate sustainability can enhance consumer well-being (a dependent variable) by aligning them with consumer values and aspirations. Overall, the model underscores the importance of integrating sustainability into marketing practices (independent variables) and emphasizes its potential to influence consumer well-being (dependent variable), highlighting the interconnectedness of sustainability dimensions and the strategic role of marketing communication in this process (Figure 1).

This study examines the impacts of independent variables, such as types of marketing communication and brand sustainability dimensions, on the dependent variable, consumer well-being. It aims to align marketing strategies with consumer needs and sustainability goals to enhance overall satisfaction.

7. Results

Figure 2 shows the demographic characteristics of the sample, and Figure 3 illustrates the brands from which the sample prefers to purchase.

The overall mean for the domain “dimensions of branding sustainability in brands” was 3.17 with a standard deviation of 0.82, indicating that the study sample responded at a “medium” level in this domain. The subdomain “economic dimensions” ranked first, with a mean of 3.78 and a standard deviation of 0.89, while “planetary dimensions” ranked last (Figure 4).

The overall mean for the domain “marketing communication tools” was 3.32 with a standard deviation of 0.80, indicating that the study sample responded at a “medium” level in this domain. The subdomain “earned media” ranked first, with a mean of 3.36 and a standard deviation of 0.90, while “paid media” ranked last (Figure 5).

The overall mean for the domain “Saudi consumers’ well-being” was 3.39 with a standard deviation of 0.89, indicating that the study sample responded at a “medium” level in this domain. The subdomain “engagement” ranked first, with a mean of 3.55 and a standard deviation of 0.98, while “accomplishment” ranked last (Figure 6).

At a significance level ≤ 0.05, there was a positive relationship between Saudi consumers’ well-being and the dimensions of branding sustainability and marketing communication tools. Additionally, there was a positive relationship between the dimensions of branding sustainability and marketing communication tools at the same significance level (

Table 1. Correlation matrix between each pair of domains.

		Saudi Consumer Well-Being	Dimensions of Sustainability	Communication Tools
Saudi consumers’ well-being	Correlation	1.000
	p-Value
Dimensions of branding sustainability	Correlation	0.532 **	1.000
	p-Value	0.001
Marketing communication tools	Correlation	0.665 **	0.570 **	1.000
	p-Value	0.000	0.000

** significance of 0.01.

).

It is noted that all dimensions of the PERMA well-being model are linked to the types of media in the PEOM model.

The positive emotion dimension is associated with the types of media and has strong positive correlations as follows: owned media 0.585 **, paid media 0.461 **, and earned media 0.603 **. Engagement is associated with owned media 0.530 **, paid media 0.417 **, and earned media 0.517 **. Relationships are associated with owned media 0.581 **, paid media 0.524 **, and earned media 0.590 **. Meaning is associated with owned media 0.549 **, paid media 0.478 **, and earned media 0.553 **, and accomplishment is associated with owned media 0.530 **, paid media 0.464 **, and earned media 0.559 ** (

Table 2. Correlations between indicators of each pair of domains.

	Positive Emotions	Engagement	Relationships	Meaning	Accomplishment	Economic Dimensions	Social Dimensions	Environmental Dimensions	Planetary Dimensions	Owned Media	Paid Media	Earned Media
Positive Emotions	1.000
Engagement	0.747 **	1.000
Relationships	0.746 **	0.760 **	1.000
Meaning	0.737 **	0.787 **	0.828 **	1.000
Accomplishment	0.711 **	0.666 **	0.778 **	0.808 **	1.000
Economic dimensions	0.531 **	0.459 **	0.462 **	0.438 **	0.443 **	1.000
Social dimensions	0.527 **	0.432 **	0.488 **	0.466 **	0.462 **	0.609 **	1.000
Environmental dimensions	0.337 **	0.297 **	0.407 **	0.349 **	0.370 **	0.334 **	0.592 **	1.000
Planetary dimensions	0.332 **	0.279 **	0.373 **	0.322 **	0.344 **	0.301 **	0.546 **	0.822 **	1.000
Owned media	0.585 **	0.530 **	0.581 **	0.549 **	0.530 **	0.500 **	0.527 **	0.477 **	0.480 **	1.000
Paid media	0.461 **	0.417 **	0.524 **	0.478 **	0.464 **	0.335 **	0.375 **	0.354 **	0.339 **	0.693 **	1.000
Earned media	0.603 **	0.517 **	0.590 **	0.553 **	0.559 **	0.423 **	0.468 **	0.315 **	0.323 **	0.652 **	0.655 **	1.000

(**) There is a relationship at the level of significance (0.01).

). The differences in the study sample’s responses to marketing communications, dimensions of commercial sustainability, and dimensions of consumer well-being according to the characteristics of the study sample are shown in

Table 3. Results of differences in the mean responses of the study sample by gender.

Domain	Category	N	Mean	Std. Deviation	t-Test	DF	p-Value
Dimensions of branding sustainability	Male	124	3.03	0.84	−1.37	819	0.17
	Female	697	3.14	0.81
Marketing communication tools	Male	124	3.14	0.80	−2.66 **		0.01
	Female	697	3.35	0.80
Saudi consumers’ well-being	Male	124	3.11	0.88	−3.92 **		0.00
	Female	697	3.45	0.88

** significance of 0.01.

.

Table 3 shows no statistically significant differences at the 0.05 significance level or less between the responses of the study sample in the domain of “dimensions of branding sustainability” according to gender. However, there are statistically significant differences at the same significance level between “marketing communication tools and Saudi consumers’ well-being” according to gender, with the differences favoring females.

Table 4. Analysis of differences by marital status.

Domain	Marital Status	N	Mean	Std. Deviation	Single	Married	Divorced	Widow
Dimensions of branding sustainability	Single	297	3.24	0.80	-
	Married	475	3.05	0.83	**	-
	Divorced	34	3.01	0.77			-
	Widow	15	3.21	0.82				-
Marketing communication tools	Single	297	3.51	0.79	-
	Married	475	3.22	0.79	**	-
	Divorced	34	2.97	0.78	**		-
	Widow	15	3.29	0.76				-
Saudi consumers’ well-being	Single	297	3.65	0.85	-
	Married	475	3.25	0.89	**	-
	Divorced	34	3.25	0.77			-
	Widow	15	3.25	0.70				-

** significance of 0.01.

shows statistically significant differences are observed across all domains at a 0.05 significance level of less based on marital status, with the differences favoring single individuals over married individuals.

Table 5. Results of differences based on the highest academic qualification.

Domain	Highest Academic Qualification	N	Mean	Std. Deviation	Less than High School	High School	Intermediate Diploma	Bachelor’s	Postgraduate
Dimensions of branding sustainability	Less than high school	22	3.49	0.87	-
	High school	123	3.25	0.83		-
	Intermediate diploma	60	3.09	0.77			-
	Bachelor’s	503	3.12	0.80				-
	Postgraduate	113	2.94	0.85	**	*			-
Marketing communication tools	Less than high school	22	3.46	0.64	-
	High school	123	3.39	0.84		-
	Intermediate diploma	60	3.25	0.76			-
	Bachelor’s	503	3.35	0.79				-
	Postgraduate	113	3.05	0.82		**		**	-
Saudi consumers’ well-being	Less than high school	22	3.39	0.83	-
	High school	123	3.43	0.94		-
	Intermediate diploma	60	3.32	0.93			-
	Bachelor’s	503	3.43	0.86				-
	Postgraduate	113	3.24	0.94					-

** significance of 0.01, and * significance of 0.05.

reveals statistically significant differences in the “dimensions of branding sustainability” domain based on the highest academic qualification, favoring individuals with less than a high school education compared to postgraduates.

Table 6. Results of differences by age.

Domain	Age	N	Mean	Std. Deviation	17 to26	27 to 36	37 to 46	47 to 56	More than 56
Dimensions of branding sustainability	17 to26	249	3.21	0.80	-
	27 to 36	81	3.14	0.87		-
	37 to 46	206	3.10	0.78			-
	47 to 56	204	3.08	0.80				-
	More than 56	81	2.99	0.94					-
Marketing communication tools	17 to26	249	3.49	0.76	-
	27 to 36	81	3.45	0.85		-
	37 to 46	206	3.27	0.78	*		-
	47 to 56	204	3.22	0.76	**			-
	More than 56	81	2.99	0.86	**				-
Saudi consumers’ well-being	17 to26	249	3.69	0.81	-
	27 to 36	81	3.56	0.90		-
	37 to 46	206	3.29	0.87	**		-
	47 to 56	204	3.26	0.84	**			-
	More than 56	81	2.92	0.99	**				-

** significance of 0.01, and * significance of 0.05.

shows the statistically significant differences observed in the domains of “marketing communication tools and Saudi consumers’ well-being” at the 0.05 significance level or less across different age groups. Specifically, differences are found between the 17- and 26-year age groups and the 37–46, 47–56, and >56-year age groups, with differences favoring the 17–26 year age group.

As shown in

Table 7. Analysis of differences in mean responses of participants based on monthly income (in dollars).

Domain	Sources of Variation	Sum of Squares	Df	Mean Square	F	p-Value (Sig.)
Dimensions of branding sustainability	Between Groups	4.51	4	1.13	1.69	0.15
	Within Groups	544.80	816	0.67
	Total	549.30	820
Marketing communication tools	Between Groups	3.10	4	0.78	1.21	0.30
	Within Groups	521.78	816	0.64
	Total	524.88	820
Saudi consumers’ well-being	Between Groups	0.21	4	0.05	0.07	0.99
	Within Groups	650.18	816	0.80
	Total	650.39	820

, there are no statistically significant at the level of significance (0.05) or less between the responses of the study sample across all domains, stratified according to monthly income (in dollars).

Table 8. Analysis of differences by occupation.

Domain	Occupation	N	Mean	Std. Deviation	Student	Government Sector Employee	Private Sector Employee	Free Business	Retired	Other
Dimensions of branding sustainability	Student	196	3.28	0.79	-
	Government sector employee	272	3.11	0.81		-
	Private sector employee	69	3.18	0.87			-
	Free business	22	3.45	0.77				-
	Retired	118	2.95	0.90	**				-
	Other	144	2.98	0.75	**					-
Marketing communication tools	Student	196	3.52	0.75	-
	Government sector employee	272	3.27	0.78		-
	Private sector employee	69	3.36	0.92			-
	Free business	22	3.45	0.80				-
	Retired	118	3.01	0.84	**	*	*		-
	Other	144	3.32	0.74					*	-
Saudi consumers’ well-being	Student	196	3.65	0.80	-
	Government sector employee	272	3.35	0.86		-
	Private sector employee	69	3.61	0.99			-
	Free business	22	3.55	0.79				-
	Retired	118	2.99	0.96	**	*	*		-
	Other	144	3.35	0.84					*	-

** significance of 0.01, and * significance of 0.05.

reveals statistically significant differences in the “dimensions of branding sustainability” domain at the 0.05 significance level or less, where students outperform retired individuals and those in other occupations. Additionally, the domain of “communication tools” revealed significant differences between retired individuals, students, government sector employees, private sector employees, and those in other occupations, with the latter group demonstrating more favorable outcomes.

Table 9. Analysis of differences by region.

Domain	Sources of Variation	Sum of Squares	Df	Mean Square	F	p-Value (Sig.)
Dimensions of sustainability in brands	Between Groups	3.61	4	0.90	1.35	0.25
	Within Groups	545.69	816	0.67
	Total	549.30	820
Which of the communication tools do you rely on to deal with and interact with the brand?	Between Groups	0.75	4	0.19	0.29	0.88
	Within Groups	524.13	816	0.64
	Total	524.88	820
Saudi consumers’ well-being	Between Groups	3.93	4	0.98	1.24	0.29
	Within Groups	646.46	816	0.79
	Total	650.39	820

shows no statistically significant differences at a significance level of 0.05 or lower between the responses of the study sample across all domains based on region.

8. Discussion

The results indicate that the study sample perceives the economic dimension of sustainability as the most significant among the various dimensions, particularly noting that the brands they engage with utilize modern practices in production, communication, and delivery. In addition, they believe that the brand is committed to upholding consumer rights. This contrasts with findings from the IBM Institute (2024) [51], which suggest that Generation Z prefers brands that prioritize environmental sustainability.

The economic dimension of sustainability indicator “The brand we deal with is committed to consumer rights” was associated with the dimension of well-being (positive feelings) with the indicator “I feel optimistic that I can effectively deal with the problems I face with the brand through its communication tools and platforms”, showing a relationship at 0.424 **, and with the indicator “I feel grateful to the brand that provides me with tools and platforms to connect and interact with them”, showing a relationship at 0.421 **. The index of this dimension, “The brand I deal with informs the consumer of the negative effects of using the product”, was also associated with the brand’s website, showing a relationship at 0.454 **. The researcher emphasizes the necessity for brands to disclose the negative effects of their products through their websites as part of owned media.

The study further indicates that the planetary dimension of sustainability ranks the lowest from the consumers’ perspective. The researcher suggests that brands should enhance their promotion of environmentally friendly materials, adopt necessary environmental protection measures, and utilize energy sources derived from renewable resources, emphasizing these efforts to the consumer. The media preferences of consumers are ranked as follows: earned media, owned media, and paid media. This ranking aligns with the findings of Lovett and Staelin (2016) [52], who indicated that the earned media was the most influential. Word-of-mouth recommendations from relatives and friends were identified as the most impactful within the earned media category, This result is also consistent with the IBM Institute (2024) study [51], which found that Generation Z tends to share the brand through earned media

This finding also corresponds with the results related to the dimensions of the PERMA model, where engagement ranked highest. Two indicators demonstrated increased loyalty to brands with effective marketing communication tools and platforms, which is considered the most significant aspect of this dimension. This observation is consistent with the study by Vinerean and Opreana [60], which highlights the importance of consumer happiness after interacting with a brand through its marketing communication tools and platforms. This was identified as a key indicator of success in this dimension, with the feeling of happiness ranking second. This is consistent with other studies: Tang (2022) [70], Uysal et al., 2013 [69], Brailovskaia and Margraf (2016) [68], and Dienlin and Johannes (2020) [67].

The results of this study indicate that the engagement dimension is most strongly associated with owned media, with a significant relationship of 0.530 **, which aligns with the findings of Changani and Kumar (2024) [58], Kumar et al., 2024 [59], and Voorveld et al., 2018 [57]. Following owned media, earned media shows a significant relationship of 0.517 **. Studies have confirmed the relationship between engagement and earned media, as indicated by Changani and Kumar (2024) [58], Lovett and Staelin (2016) [52], Kumar et al., 2024 [59], Zhang et al., 2022 [61], and Vinerean and Opreana (2021) [60], which stated that social media facilitates audience participation and is a type of earned media.

Paid media ranked last with a significant relationship of 0.417 **. The relationship between engagement and owned and earned media is an inevitable result of word-of-mouth recommendations from customers, as well as comments and reactions from users on social media platforms, which ranked first and second as mediators within earned media.

The engagement indicator “I have increased loyalty to a brand that has communication tools and platforms” is significantly associated with earned media, specifically “electronic media statements”, with a relationship of 0.420 **. This was followed by a correlation between the engagement indicator “I benefit the most from my time when engaging with communication branding tools and platforms” and the earned media indicator “Content posts I receive from others about the brand” with a relationship of 0.414 **. In terms of owned media, the participation indicator “I feel optimistic that I can effectively deal with the problems I face with the brand through its communication tools and platforms” had the highest association with brand applications, with a relationship of 0.441 **, and with the website at 0.420 **.

The researcher suggests that the participation dimension was the most favored in the PERMA model by Saudi consumers due to its strong link with digital media platforms. This also confirms that the paid media indicator “Brand advertising campaigns on social media platforms” had the strongest associations with the engagement dimension, as this type of media allows for consumer participation, even within the scope of paid media.

Regarding positive emotions, this dimension was most strongly associated with earned media, showing a relationship of 0.603 **, which is consistent with Zhang et al., 2022 [61]. Owned media followed at 0.585 **, with paid media again ranking last at 0.417 **.

This result is in line with studies by Mahmoud et al., 2021 [62], Zhang et al., 2022 [61], and Jamil et al., 2023 [63], although it is in contrast with the results of Voorveld et al., 2018 [57]. The two specific indicators for this dimension that stand out are “I feel grateful to the brand that provides me tools and platforms to connect and interact with them” and “I feel pleasure when I interact with the brand through its marketing communication tools and platforms to meet my needs”. These indicators ranked first and second in this dimension, respectively. The researcher noted that a study by Zhang et al., 2022 [61], which demonstrated that effective communication and participation are key to fulfilling consumer requirements, supported this hierarchy. Although the indicator “I can convey my positive feelings and thoughts to the brand through its communication platforms” ranked the lowest in this dimension, it aligns with the study by Mahmoud et al., 2021 [62], which found that Generation Z prefers to share their recommendations and feelings through social media platforms.

The positive emotions indicator “I feel optimistic that I can effectively deal with the problems I face with the brand through its communication tools and platforms” was associated with two earned media indicators: content posts I receive from others about the brand, with a relationship of 0.465 **, and electronic media statements, with a relationship of 0.463 **. The positive emotion indicators “I feel pleasure when I interact with the brand through its communication tools and platforms to meet my needs” and “I feel grateful to the brand that provides me with tools and platforms” were associated with electronic applications among owned media, showing relationships of 0.462 ** and 0.432 **, respectively. As for paid media, “brand advertising campaigns on social media platforms "are the most closely linked to positive emotion indicators.

The accomplishment dimension, however, is the one preferred least by the Saudi consumers out of the three mentioned above. Specifically, the indicators rated lowest in this dimension were “I obtain help and support from the brand when I request it through marketing communication channels and tools” and “The brand provides me with a range of moral and material rewards when I use the marketing communication tools”.

This finding is consistent with Qasim et al., 2012 [64], who indicate that inadequate support could harm the relationship between a brand and its customers. Similarly, Subramanian (2017) [65] emphasized the importance of providing both material and moral incentives to consumers. This need for incentives is further supported by the Wirecard [66] report, in which customers express a desire for brands to offer more incentives.

Although this result is consistent with the ranking of earned media preferred by Saudi consumers, such as “word-of-mouth recommendations from relatives and friends” and “comments and reactions from other users on social media or video platforms”, the result for owned media indicated that the brand’s electronic application ranked first, followed by the brand’s website. This is consistent with the IBM Institute study [51].

This was followed by brand social media accounts, which ranked third. The researcher indicates that the Saudi consumer’s preference for these marketing communication tools requires brands to offer interaction features through virtual communities within these tools and to link this interaction to both moral and material incentives. This finding is supported by studies such as those from Wirecard [66] and Subramanian (2017) [65].

Researchers [57,59,61,62,63] suggest that earned media allows consumers to express their positive emotions, a conclusion supported by Lovett and Staelin (2016) [52]. However, these findings contradict the study by Xie et al., (2018) [53], which emphasized the dominance of paid media. This discrepancy may be explained by Laurie et al. (2024) [16], who found that most brands lack a strategy to effectively maintain owned media and respond to earned media.

As with the first two PERMA dimensions, the same pattern applies to the rest, where relationships with earned media are strongest at 0.590 **, followed by owned media at 0.581 **, and paid media at 0.524 **. In the meaning dimension, relationships are strongest with earned media at 0.553 **, followed by owned media at 0.549 **, and paid media at 0.478 **. The achievements dimension follows a similar pattern, with relationships strongest with earned media at 0.559 **, followed by owned media at 0.530 **, and paid media at 0.464 **. These findings confirm the researcher’s interpretation of the relationship between the PERMA dimensions and media types in the PEOM model.

The relationships that emerged between the media in the PEOM model and the dimensions of PERMA confirm the need to rely on a media planning model, which was emphasized by the studies of Xie et al., 2018 [53] and Lieb (2012) [7] that confirmed the importance of including a division of media into owned, earned, and paid in the strategic communication plans of brands.

This means that the first and second hypotheses were achieved, as there were statistically significant positive relationships between owned and earned media and dimensions of well-being. The last hypothesis was not supported, as there was no negative relationship between paid media and consumer well-being; instead, the study confirmed a statistically significant positive relationship. This finding aligns with the professional use of paid media in the United States, which relies on paid media, according to the study of Xie et al., 2018 [53], and this was confirmed by a study (Lieb, 2012) [7] that emphasized the necessity of integrating owned, earned, and paid media within marketing communication strategies, as well as the study of Laurie et al., 2024 [16], which confirmed that planning based on dividing these types of media is useful in complex marketing communication campaigns; the results of this study were consistent with the study by Rehman et al., 2022 [49], which confirmed that integrating marketing communications within a plan is of utmost importance.

The results of this study confirmed that outdoor, indoor, TV, and magazine advertising are the least effective marketing communication tools within paid media, which is the least utilized among the various types of media. The researcher suggests that this finding calls for the restructuring of media budgets in favor of earned media, particularly in areas that enhance word-of-mouth recommendations from relatives, friends, and other users on social media and video platforms. Regarding owned media, brands should prioritize developing and maintaining their electronic applications and websites. This aligns with a study conducted by the IBM Institute in 2024 [51], which found that Generation Z prefers brand applications, followed by websites.

The results of this study indicate a relationship between Saudi consumers’ well-being and marketing communication tools, aligning with those of Dienlin and Johannes 2020 [67] who confirmed a connection between well-being and social media. This finding is consistent with those of Brailovskaia and Margraf 2016 [65,68], Tang 2022 [70], Mahmoud et al., 2021 [62], and Gan (2017) [72]. Additionally, this study found a relationship between Saudi consumers’ well-being and the dimensions of branding sustainability, as well as between the dimensions of branding sustainability and marketing communication tools. These findings are consistent with those of Saura et al., 2020 [73] and Zhang (2023) [54]. Bano (2019) [71], Brailovskaia and Margraf 2016 [68], Gan 2017 [72], and Uysal et al., 2013 [69] supported the relationship between Saudi consumers’ well-being and marketing communication tools.

When examining the differences in the demographic and cultural variables of the study sample, we find results of this study indicate no significant differences between females and males in the dimensions of brand sustainability. However, there are gender differences in the use of marketing communication tools and the dimensions of well-being, with these differences favoring females. This finding is consistent with Milichovský (2013) [50], who identified gender differences in the use of marketing communication tools.

Regarding academic qualifications, the study found differences in the dimensions of branding sustainability based on the highest academic qualifications, particularly between those with less than a high school education and those with postgraduate qualifications, with differences favoring those with less than a high school education. Similarly, the study observed differences in the use of marketing communication tools, favoring individuals with a high school or bachelor’s degree over those with postgraduate qualifications. However, academic qualifications did not significantly influence Saudi consumers’ well-being.

The results indicate no significant differences between residents of different regions or across various income levels in their use of marketing communication tools, dimensions of well-being, or brand sustainability dimensions. The researcher suggests that this finding simplifies the task for brand managers, allowing them to implement strategies aimed at enhancing well-being and sustainability through marketing communication tools without needing to account for regional or income-based variations.

Regarding the age variable, the results show significant differences. In the domain of “marketing communication tools and Saudi consumers’ well-being”, there are significant differences between the age group of 17 to 26 years and the older age groups (37 to 46, 47 to 56, and over 56 years), with the younger age group (17 to 26 years), which belongs to Generation Z, showing a stronger association. This finding aligns with the study by Mahmoud et al., 2021 [62].

The study also revealed differences in the “dimensions of branding sustainability in brands” based on occupation, particularly between students and groups classified as retired or other, with students showing a more favorable association. Additionally, the study found differences in the domain of “communication tools” between retired individuals and other groups, such as students, government sector employees, and private sector employees, with the latter groups exhibiting more favorable outcomes.

9. Recommendations and Future Directions

Based on the main results, the researcher recommends that brands prioritize economic sustainability by integrating modern technology into production, delivery, and distribution, as this approach is particularly favored by the Saudi community. In marketing communications planning, brands should adopt the POEM model, which highlights the importance of owned media. Despite being a valuable brand asset, owned media often do not receive the attention they deserve. The model also emphasizes the significance of earned media, requiring brands to oversee word-of-mouth interactions and foster close relationships with their audiences. Additionally, the POEM model helps regulate the use of paid media, preventing wastefulness that contradicts sustainability principles.

The researcher further suggests integrating POEM and PERMA models to enhance consumer well-being within the context of sustainable brand communication. From a scientific perspective, the researcher advocates additional studies incorporating scientific models across different brand categories (luxury, mid-range, and basic) to assess the influence of the audience and brand type on achieving brand sustainability. Furthermore, the researcher recommends repeating the study with a focus on audience variables, particularly generational differences, to ensure that economic sustainability strategies are appropriately tailored to each demographic group.

The researcher also recommended conducting studies that explore the extent of the application of the PEOM model by brand and its relationship to financial sustainability from a strategic perspective. Additionally, the researcher emphasizes the need for comparative research between generations to identify the key well-being factors provided by their preferred brands and their adaptation to the PEOM model. Furthermore, the relationship between marketing communication tools and consumer well-being should be examined in the context of cultural models to understand how cultural factors influence this relationship.

Future research should compare different countries and cultures to analyze the cultural implications of brand sustainability on marketing communication and consumers’ well-being. Employing focus groups and face-to-face interviews can provide a deeper understanding of customers’ perspectives on brand sustainability and well-being. Further studies should investigate the impacts of innovative technologies such as artificial intelligence and virtual reality on marketing communication and assess their implications for consumers’ well-being and long-term business success.

10. Conclusions

This research aimed at investigating the Saudi consumers’ well-being and brand sustainability through marketing communication strategies, the PEOM framework, and the PERMA well-being model. The evaluation of the present study supports the direction of prioritization, with the economic aspect being the most important and the social and environmental aspects being ranked second and third.

Regarding the specific question about the form of marketing communication they preferred, consumers favored earned media the most, owned media the least, and disliked paid media. When asked about their preferred form of marketing communication out of all seven well-being domains, Saudi consumers showed the highest frequency in the parameter of apathy, followed by engagement, and the study also established a connection between IMC tools and consumer well-being dimensions, emphasizing the importance of brands invoking their sustainability credentials. It is crucial to emphasize that identifying consumer needs serves as the primary coordinating point for all sustainability activities in marketing.

The research also examined the variations in responses in terms of demographics such as gender, marital status, level of education, age, and profession to better inform marketing segmentation. Thus, this study fulfills the purpose of a literature review by providing a comprehensive understanding of brand sustainability and marketing communication in KSA, as well as highlighting the market’s interest in the subject. Therefore, when considering the PERMA model, PEOM helps reframe the thesis statement, which asserts that sustainable brand practices improve consumers’ quality of life and communication methods used in the process.

Therefore, in conclusion, brand sustainability influences consumers’ well-being, underscoring the importance of earned and owned media in shaping consumer relationships and positive emotions. These insights are valuable insights for brand managers in Saudi Arabia, particularly in terms of advancing sustainability and understanding the role of tools in the MCC demographic segment. Some studies indicate that consumers will significantly benefit from the long-term development of brand sustainability; however, further research is needed to explore the intermediate- to long-term impacts of brand sustainability and the differences across countries, particularly between developed and developing nations in terms of trade.

11. Implications and Limitations

To enhance consumer engagement and well-being, brands should ensure the maintenance of their media, particularly electronic applications and websites. Additionally, they should appeal to consumers by promoting the use of eco-friendly materials, implementing environmental protection measures, and utilizing renewable energy sources. Using marketing communication tools to offer a wide range of moral and material benefits can further enhance consumer achievement and quality of life. Finally, brands should adopt integrated marketing communication strategies that prioritize sustainability and address well-being concerns and preferences among diverse demographic groups.

This study has several limitations. First, the study was conducted in the first quarter of 2024. Its findings may not be replicable in future studies. Second, the study focused solely on the Saudi Arabian population, which means that the findings may not be generalizable to other countries or cultures. Finally, the study relied on a field questionnaire, which may be subject to self-reporting bias and may not fully capture the complexity of consumers’ well-being and brands. Time constraints also posed a challenge, as data collection spanned approximately six months, in addition to the fact that it focused on brands with which the consumers had a relationship, enabling them to easily evaluate the sustainability dimensions of these brands.