From Police Social Media Marketing to Citizen Citizenship Behavior: The Indirect Role of Brand Relationship Quality in Urban Greece

Abstract

This article examines the associations among perceived Police Social Media Marketing Activities (PSMMA), Brand Relationship Quality (BRQ), and reported Citizen Citizenship Behavior (CCB) in urban Greece. Drawing on Social Identity Theory and Social Exchange Theory, the study also examines whether the PSMMA–CCB association includes an indirect component through BRQ and whether age and education moderate specified relationships. CFA was used to assess the measurement model, while Spearman correlations, fitted linear regression models, regression-based bootstrapping, and moderation analyses were applied to survey data from 326 adult Greek social-media users exposed to official Hellenic Police content. The CFA results supported the reliability and convergent validity of the measurement model. PSMMA was positively associated with BRQ and CCB, and BRQ was positively associated with CCB. The PSMMA–CCB association included a statistically significant indirect component through BRQ, although the larger adjusted direct association remained. No statistically significant moderation by age or education was detected within the sample. The findings extend promotion-management research into a noncommercial public-authority context while remaining subject to the limits of a cross-sectional, self-report design.

The authors' abstract, as published at the source. Journal of Promotion Management, 2026 · DOI ↗