Influence of Social Media Content on Consumer Purchase Intention: Mediation Effect of Brand Equity
Social media is forming an increasingly central part of how companies communicate their marketing strategies to their customers. This study aims to provide an empirical analysis of the impact social media communication has on brand equity and purchase intention using linear regression. Before con...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Ala-Too International University
2019-05-01
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| Series: | Eurasian Journal of Business and Economics |
| Subjects: | |
| Online Access: | http://www.ejbe.org/EJBE2019Vol12No23p017POTURAK-SOFTIC.pdf |
| _version_ | 1818806622682611712 |
|---|---|
| author | Mersid POTURAK Sumeja SOFTIĆ |
| author_facet | Mersid POTURAK Sumeja SOFTIĆ |
| author_sort | Mersid POTURAK |
| collection | DOAJ |
| description | Social media is forming an increasingly central part of how companies communicate
their marketing strategies to their customers. This study aims to provide an
empirical analysis of the impact social media communication has on brand equity
and purchase intention using linear regression. Before conducting the analysis, a
systematic literature review has been carried out in order to understand how the
dimensions of social media create word of mouth i.e. electronic word of mouth (eWOM) on social media platforms and how this e-WOM further influences brand
equity and customers’ purchase intention of domestic brands in Bosnia and
Herzegovina. 300 data sets were collected through a standardized online survey
and analyzed in SPSS with the conclusion that all the constructs identified in this
research have a significantly high correlation and impact on a customer’s decision
to buy a domestic product The results of the empirical study showed that both firmcreated and user-generated social media communication influence brand equity
which creates of a fully mediated effect between e-WOM and the purchase
intention. |
| first_indexed | 2024-12-18T19:12:42Z |
| format | Article |
| id | doaj.art-ecf7d17860e04c4a86af5977b3cbebc7 |
| institution | Directory Open Access Journal |
| issn | 1694-5948 1694-5972 |
| language | English |
| last_indexed | 2024-12-18T19:12:42Z |
| publishDate | 2019-05-01 |
| publisher | Ala-Too International University |
| record_format | Article |
| series | Eurasian Journal of Business and Economics |
| spelling | doaj.art-ecf7d17860e04c4a86af5977b3cbebc72022-12-21T20:56:13ZengAla-Too International UniversityEurasian Journal of Business and Economics1694-59481694-59722019-05-011223174310.17015/ejbe.2019.023.02Influence of Social Media Content on Consumer Purchase Intention: Mediation Effect of Brand EquityMersid POTURAK0Sumeja SOFTIĆ1 International Burch University International Burch UniversitySocial media is forming an increasingly central part of how companies communicate their marketing strategies to their customers. This study aims to provide an empirical analysis of the impact social media communication has on brand equity and purchase intention using linear regression. Before conducting the analysis, a systematic literature review has been carried out in order to understand how the dimensions of social media create word of mouth i.e. electronic word of mouth (eWOM) on social media platforms and how this e-WOM further influences brand equity and customers’ purchase intention of domestic brands in Bosnia and Herzegovina. 300 data sets were collected through a standardized online survey and analyzed in SPSS with the conclusion that all the constructs identified in this research have a significantly high correlation and impact on a customer’s decision to buy a domestic product The results of the empirical study showed that both firmcreated and user-generated social media communication influence brand equity which creates of a fully mediated effect between e-WOM and the purchase intention.http://www.ejbe.org/EJBE2019Vol12No23p017POTURAK-SOFTIC.pdfSocial Media Communicatione-WOMBrand EquityPurchase IntentionBosnia and Herzegovina |
| spellingShingle | Mersid POTURAK Sumeja SOFTIĆ Influence of Social Media Content on Consumer Purchase Intention: Mediation Effect of Brand Equity Eurasian Journal of Business and Economics Social Media Communication e-WOM Brand Equity Purchase Intention Bosnia and Herzegovina |
| title | Influence of Social Media Content on Consumer Purchase Intention: Mediation Effect of Brand Equity |
| title_full | Influence of Social Media Content on Consumer Purchase Intention: Mediation Effect of Brand Equity |
| title_fullStr | Influence of Social Media Content on Consumer Purchase Intention: Mediation Effect of Brand Equity |
| title_full_unstemmed | Influence of Social Media Content on Consumer Purchase Intention: Mediation Effect of Brand Equity |
| title_short | Influence of Social Media Content on Consumer Purchase Intention: Mediation Effect of Brand Equity |
| title_sort | influence of social media content on consumer purchase intention mediation effect of brand equity |
| topic | Social Media Communication e-WOM Brand Equity Purchase Intention Bosnia and Herzegovina |
| url | http://www.ejbe.org/EJBE2019Vol12No23p017POTURAK-SOFTIC.pdf |
| work_keys_str_mv | AT mersidpoturak influenceofsocialmediacontentonconsumerpurchaseintentionmediationeffectofbrandequity AT sumejasoftic influenceofsocialmediacontentonconsumerpurchaseintentionmediationeffectofbrandequity |