The influence of social media on purchase intention: The mediating role of brand equity

Abstract

The paper examined the relationship between social media and purchase intention and the mediation role of brand equity within Ghana's fashion industry. The study was quantitative and employed the survey methodology to sample the views of 500 fashion customers. Statistical Package for Social Sciences (SPSS) and the structural equation modelling (SEM) technique were used using AMOS software version 22.0 to determine the hypothesized relationships of the study. The study findings revealed that surveillance, Information sharing and remuneration have significant and positive effects on brand equity. However, the relationship between social interaction and entertainment have negative and insignificant on brand equity. The positive significant relationships proposed to exist between brand equity and consumer purchase intention were all accepted. The findings can contribute to the scant empirical works that social media on brand equity and purchase intention in a single study. Recommendations were further made for management in the clothing industry, policy makers, and future researchers.

A multi-analytic approach to predict social media marketing influence on consumer purchase intention

“…The findings of this study add to the existing digital advertising literature that SMM has a significant direct effect on PI: the effect of SMM is transferred to PI through CBBE and INS. Further, the results confirm that CBBE and INS lead to PI and are similar to the findings of previous studies (Izogo and Mpinganjira, 2020; Majeed et al , 2021; Sheng et al , 2020; Tang and Tsang, 2020). This study also attempted to assess the indirect effect of SMM on PI through CBBE and INS, which were proposed in H6 and H7 .…”

“…Many studies in the recent past have found a positive relationship between SMM and CBBE (Ebrahim, 2020;Godey et al, 2016;Seo and Park, 2018;Zollo et al, 2020) and between CBBE and PI (Beneke et al, 2016;Moreira et al, 2017). Very few studies (Majeed et al, 2021) have investigated the indirect effect of SMM on PI through CBBE, and hence this study adds to the existing literature by proposing the following hypothesis for investigation:…”

“…Social media interactions by consumers have been found to contribute toward enhancing consumers' attitude toward the brand, CBBE and positive WoM communications (Majeed et al, 2021). The usage of social media platforms to design and manage sites to engage Social media marketing influence customers leads to increased awareness and product interest, which finally influences the PI (Batra and Keller, 2016).…”

“…indirect effect) is consistent with the transmittal approach proposed by Rungtusanatham et al (2014). Branded SMM campaigns significantly influence consumers, increasing the possibility of improvements in brand relationships with consumers (Ashley and Tuten, 2015;Majeed et al, 2021). Many studies in the recent past have found a positive relationship between SMM and CBBE (Ebrahim, 2020;Godey et al, 2016;Seo and Park, 2018;Zollo et al, 2020) and between CBBE and PI (Beneke et al, 2016;Moreira et al, 2017).…”

Evaluating the Influence of Social Advertising, Individual Factors, and Brand Image on the Buying Behavior toward Fashion Clothing Brands

“…However, the results of this study are unique due to the complexity of the theoretical framework. This study is also in line withMajeed et al (2021) who evaluated the effects of social media advertising on the consumer's purchase intentions along with the mediating role of brand equity in Ghana's fashion industry. This study is in line with the sense of social media advertising's influence on the purchase intentions of consumers in the fashion clothing sector.…”