This study investigates users’ mental associations with the national social media brand Rubika by employing the free association technique to capture both positive and negative dimensions of brand perception. The findings reveal that while users appreciate multifunctional user experience and diverse entertainment features, concerns regarding data security, repetitive content, and socio-cultural issues also strongly influence brand image. The results highlight that global analytical models are insufficient to fully reflect users’ perceptions without considering the local cultural and contextual factors. From a practical perspective, the study emphasizes that enhancing user experience alone is not sufficient; instead, simultaneous attention must be given to data security, privacy protection, and the promotion of value-based cultural content. Identifying both positive and negative associations offers managers of national social media platforms useful insights for designing targeted services, strengthening user trust, and fostering long-term loyalty. Accordingly, the research suggests the development of systematic frameworks for evaluating user experience and brand perception, implementation of security and privacy awareness campaigns, reinforcement local cultural contents, and the application of modern approaches for more accurate assessment Overall, the findings underline that the sustainable success of national social media platforms requires a holistic approach integrating user experience, security, cultural values user associations.