Social media marketing activities and purchase intentions: Investigating mediating and direct effects regarding brand equity dimensions

Abstract

The first aim of the study is to investigate the effect of social media marketing activities (SMMA) on brand equity dimensions, and the impact of brand equity dimensions on purchase intentions in one single conceptual framework. The second aim is to explore the mediating effects of brand equity dimensions regarding the effect of SMMA on purchase intentions. A dataset of 907 Turkish youth consumers were analyzed. The findings revealed the direct and mediating effects regarding all brand equity dimensions in the context of SMMA and purchase intentions. Brand loyalty and perceived quality are more important dimensions considering the strength of the effects. The study shows the importance of brand equity dimensions in the context of SMMA and purchase intentions with significant direct and mediating effects. Additionally findings of the study guides marketing managers to efficiently use SMMA and build brand equity, which eventually turns into future purchases of consumers.