Abstract The interaction between brands and consumers through online social networking sites is an increasingly important area in digital marketing. On the other hand, brand experience has become a powerful tool for marketers, connecting in an emotional way with consumers and generating engagement. However, far too little attention has been paid to consider both constructs simultaneously. The present paper will focus on analyse the effect of them as predictors of brand love. We conduct a path analysis using PLS-SEM, with formative measurements. We test formative measurements instead refective as prior researches. We test the predictability of the model using different tools for this purpose as holdout samples and fsQCA. Keywords: Branding, Experiential Marketing, Social media, PLS, Predictive Validity Analysing Brand Love: Integration of Predictive Validity for PLS Models Karla Barajas-Portas* Introduction This paper empirically explores the predictability of brand love using interaction through social networking sites and brand experiences as predictors. The frst part of this paper discusses a literature review about the three constructs are dealing with. After that, the paper exposes the methodological details considering the sample size, the scales used for the study, and the selected statistical method. We consider PLS path modeling as the most convenient statistical approach because of it advantage over CB-SEM as it can determinate predictions (Becker, Rai, & Rigdon, 2013). The measurement for all the constructs are formative, in order to demonstrate the predictable effect of the established relation. Finally, we present the model and the results of the procedure. The purpose of the present research is to demonstrate how marketers can improve their brand engagement, called as a brand love, understanding how to generate it through interaction with brands on social networking sites and brand experience. This research conducts the following study in accordance with the prior studies that consider those constructs as refective measurements, proposing to explore the predictability of brand love using formative scales. Additionally, this research contributes testing the predictive validity of the model using different methodologies that include holdout samples and fuzzy set qualitative comparative analysis. Literature Review and Research Hypotheses Brand Love Typical brands focus their communication on tangible aspects, meanwhile successful brands seek to generate and transmit emotions. The best brand presence connects closely with the lifestyle of consumers. The challenge is to make the brand advance to the level of receptivity understanding and consumer sensitivity to a specifc message at a particular time. Companies must go beyond a linear mode and ubiquitous expression to connect with consumers throughout the brand experience (Gobé, 2005). Kevin Roberts, CEO of Saatchi & Saatchi, developed a concept called lovemarks. The title of his book ‘Lovemarks, the future beyond brands’ shows a perspective of what he calls the future. He says, “Love idealism is today the realism of companies, only building respect and inspiring love, business will move the world” (Roberts, 2005). * Department of Business and Economics, Universidad Anahuac Mexico Norte, Mexico. Email: karla.barajas@anahuac.mx Article can be accessed online at http://www.publishingindia.com