The purpose of this study was to examine the effects of the social media marketing dimension and the three dimensions of self-congruity on brand attachment, while addressing the scarcity of empirical research in Sub-Saharan Africa and contributing new insights from Ghana to the theory and literature on social media marketing, self-congruity, and brand attachment. Data were collected from visitors to one of Ghana's largest grocery shops via a quantitative online survey. After obtaining the desired responses, the data were analysed using Smart PLS 4. The results confirmed the significance of self-congruity in predicting brand attachment. Above all, the findings showed that social media marketing features have a positive effect on brand attachment. The results also confirmed that social well-being mediates the associations between interactivity and informativeness and brand attachment. Theoretically, this paper advances the current literature by exploring the mediating effect of social well-being among four features of social media marketing and brand attachment, offering new empirical insights from Ghana, given that earlier research of this nature in sub-Saharan Africa is scarce
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