Impact of social media marketing on purchase intention: creation of brand equity for Sri Lankan brands

Abstract

Major objectives of the study are to examine the contribution of social media marketing to the purchase intention of consumers and to investigate the mediating effect of the brand equity components such as brand awareness and brand image of products in Sri Lanka. The research approach was quantitative in nature. The sample consists of 297 customers who use social media. This was drawn using convenience sampling as it is very difficult process of selecting the customers. Regression was used to analyze the data. Findings reveal that social media marketing creates brand equity and brand image among the consumers. Further it is found that brand awareness and brand image is well mediating the effect of social media making on purchase intention.