THE INFLUENCE OF BRAND EQUITY ON E-WOM AND PURCHASE INTENTION THROUGH SOCIAL MEDIA MARKETING

Abstract

Social media is creating a platform for widespread information sharing and grouping people on a worldwide scale, which will also support and enable businesses to market their brands. one of the greatest platforms, and since its released, it has expanded quickly and effectively. Social media marketing has helped a lot of businesses succeed by enabling them to reach a big audience. Companies establish brands for their best-selling items and customers to inspire them to associate the product with the company's identity. The goal of the quantitative approach in the context of social media marketing is to provide measurable insights that contribute to our understanding of the quantitative aspects of how brand equity influences on e-WOM and purchase intention. A deductive approach is used to investigate how brand equity influences electronic word-of-mouth (e-WOM) and purchase intention through social media marketing, starting with well-established theories and hypotheses. Using an explanatory approach in this study on the impact of brand equity on e-WOM and purchase intention through social media marketing, current theories are tested and improved. Our research concludes by highlighting the crucial roles that social media marketing, e-WOM, and brand equity play in influencing purchase intention. Businesses can use electronic word-of-mouth (e-WOM) to drive sales and achieve long-term success by concentrating on developing a strong brand image, encouraging loyalty, and optimizing social media. Furthermore, in light of the policy implications brought to light by our research, stakeholders ought to collaborate in order to create an open and moral online space that safeguards users and encourages reliable electronic word-of-mouth.