Amplifying brand impact: unraveling the dynamics of social media marketing, ewom, and brand equity in shaping purchase intentions

Abstract

Due to the widespread use of the Internet, social media has emerged as a key tool for online marketing campaigns. Both individuals and businesses construct fan pages on internet platforms and use social media to create commercial prospects. While several studies have looked at social media in the past, very few have touched on how social media marketing works. This study suggests that brand equity, eWOM, hedonic brand attitude and utilitarian brand attitude work as mediators to mediate the impacts of social media marketing activities on purchase intention. This study performed an online poll on 230 social media users, especially in Instagram and then analyzed the results to empirically examine the effects of social media marketing operations. The analytical findings showed that brand equity is indirectly impacted by social media marketing efforts on eWOM, Hedonic brand attitude and Utilitarian brand attitude.