Role of social media marketing to enhance CRM and brand equity in terms of purchase intention

Purpose Main purpose of this paper is to examine the impact of social media marketing on brand equity and customer relationship management in terms of purchase intention. Design/methodology/approach This study was conducted in Pakistan and data was collected from the respondents by using simple random sampling procedure in the area of Gujrat, Wazirabad, and Gujranwala. Structure equation modeling used to assessed the impact on purchase intention of social media marketing, two constructs of CRM(customer care, emotional attachment) and three construct of Brand Equity(brand awareness, customer satisfaction, word-of-mouth). Findings Findings of the study indicate that, most significant factor which influence purchase intention is customer relationship management. Results conclude that, SMM positively influence customer relationships and brand equity. Research limitations The relationship explored in this study required further research on this topic. Because the data analysis were collected limited to a specific branch of one industry in one country that was garments. So further studies are required before general conclusions can be drawn. Practical implications On the basis of given results we conclude that purchase intention of customers can be created and reinforced through building customer relationship management and Brand equity by using social media marketing(Facebook). Originality/value Put emphasis on and improves the body of knowledge relating to purchase intention in garments industry