The impact of social media communication on consumer-based brand equity and purchasing intent in a pandemic

Abstract

PurposeThis study aims to investigate the impact of the source of the content in social media communication and the content distribution intensity on consumer-based brand equity (CBBE) dimensions and how the study will eventually impact purchase intention.Design/methodology/approachA total of 521 samples were collected using an online survey questionnaire. The respondents' validity was verified using purposive sampling techniques, and the responses were analysed using SmartPLS 3.0.FindingsThe authors outlined the fundamental mechanisms of what makes social media communication effective and discovered that emotional-based brand equity dimensions (brand association and brand loyalty) remained significant in influencing purchase intention. However, attribution-based brand equity dimensions (perceived quality, brand trust and brand awareness) are found to have no impact.Originality/valueThis study decomposed social media communication into three different dimensions, and the authors' result showed that the dimensions do not impact CBBE to the same extent. The authors concluded that some CBBE dimensions, which appear to be a rigour determinant of purchase intention over time, have a feeble effect during the pandemic. The existing relationship between the CBBE dimensions with purchase intention might not hold in the pandemic context. The authors suggested that anxiety or pandemic fear could alter the normal consumer buying process and make some well-established relationships not hold. As research indicates that pandemics are reoccurring events, the authors' study contributes to the global effort to dampen some of the pandemic-related effects on business and marketing.

Mediation of Brand Equity in The Influence of Integrated Marketing Communication on Purchase Intention of Mie Gacoan Restaurant in Yogyakarta

“…Mediation of Brand Equity in The Influence of Integrated Marketing Communication on Purchase Intention of Mie Gacoan Restaurant in Yogyakarta 4) Explorative Interest, which shows the behaviour of a person who is always looking for information about the product of interest and looking for other information that supports the positive characteristics of the product IMC which has an important role as a product presence tool mediated by a strong brand of brand equity will create a higher consumer purchase intention. This statement is in accordance with the statement made by Wei et al (2023) where IMC indirectly has a significant positive effect on purchase intention mediated by brand equity. However, this research is rejected by other studies where according to Alwan & Alshurideh (2022); Chiarakul (2021), Khan et al (2020), and Poturak & Softic (2019) which state that IMC indirectly has no effect on purchase interest mediated by brand equity.…”

“…This strong brand of Mie Gacoan and coupled with a massive IMC strategy will make consumers curious and buy Mie Gacoan products. This statement is in accordance with the statement from Wei et al (2023) where IMC indirectly has a significant positive effect on purchase intention mediated brand equity, this study rejects research from Alwan & Alshurideh, (2022); Chiarakul (2021); Khan et al (2020); Poturak & Softic (2019) which state that IMC indirectly has no effect on purchase intention mediated by brand equity.…”

“…Research on IMC indirectly has a significant effect on purchase intention which is mediated by brand equity. According to research from Wei et al (2023) where IMC indirectly has a significant positive effect on purchase intention mediated by brand equity. However, this research is rejected by other studies where according to Alwan & Alshurideh (2022); Chiarakul (2021) which state that IMC has no effect on purchase intention mediated by brand equity.…”

The Impact of Advert on Consumer’s Preferences of Product: A Case Study of Coca Cola Company Uganda

“…Djafarova and Rushworth [8] emphasize the importance of advertising exposure in influencing consumer preferences, highlighting the role of repeated exposure in reinforcing brand messaging and driving consumer engagement. Similarly, Wei et al [3] discuss the impact of advertising on consumer behavior, noting that increased exposure to advertising stimuli enhances consumer awareness and influences purchasing behavior. In the context of Coca-Cola, respondents who reported higher levels of exposure to advertisements demonstrated more positive perceptions of the brand and expressed greater intent to purchase its products.…”

“…Companies began embracing new communication channels, including radio and television, to reach wider audiences and capitalize on the growing consumer base [2]. The introduction of mass media platforms facilitated the dissemination of persuasive messages and brand narratives, reshaping consumer perceptions and preferences across different sectors [3]. Furthermore, the liberalization of Uganda's economy in the 1990s ushered in an era of increased competition and market liberalization, prompting companies to adopt more sophisticated advertising strategies.…”