Does Social Media Marketing Impact the Consumer Purchase Intention through Mediation effects of Brand Equity?

Abstract

Purpose

The research study explores the important concept of marketing, the Social Media Marketing concept to investigates the better understanding of the behavior of consumer with the mediating effects of brand equity.

 Design/methodology/approach

The conceptual model includes the five independent variables online communities, interaction, sharing contents, credibility, accessibility with mediating variable brand equity and the dependent variable the behavior of the consumer with the approach of (SEM) through quantitative methods using the non-probability purposive sampling technique. 

Findings

The results suggest that factors of the marketing of the social media such as the communities of the online communities, interaction, credibility, accessibility and content sharing have the positive associated with the brand equity. Mediations relationships of brand equity with online communities, credibility, accessibility, contents sharing and interactions on the consumer purchase intention.

 Research limitations/implications

 The current research study integrated with the concept of the social media marketing, the mediating effects of brand equity and the understanding of the consumer buying behavior. Thus, study provides valuable insights for marketers on the effective and significance develop strategies and better understanding consumer buying behavior in the era of social networks. 

Originality/value

Thus, findings indicates that brand equity has a positive associated with the consumer behavior. The research approach of the quantitative was used, and data was collected from 500 respondents to fill the firms.