AN INVESTIGATION OF THE IMPACT OF SOCIAL MEDIA MARKETING ACTIVITIES ON CONSUMERS PURCHASE INTENTION: EXAMINING THE ROLE OF BRAND EQUITY, RELATIONSHIP EQUITY, AND BRAND TRUST IN S-COMMERCE

This research addresses the great need to explore the different impacts of social media marketing activities on consumers' purchase intention in s-commerce in Qatar, which is less represented in the literature. Accordingly, this study investigates perceived SMMA influence on brand trust, brand equity, and relationship equity and its impact on purchase intention with s-commerce brands on Instagram in Qatar. In addition, the study also examines the moderating impact of three customer characteristics (customer-firm relationship length, technology savviness, and social network proneness) on such relationships. An English and Arabic online questionnaire was developed and distributed through multiple online channels. With the use of SPSS and SPSS AMOS, data were analyzed using structural equation modelling. The outcomes revealed that the influence of perceived SMMA on brand trust, brand equity, and relationship equity are significantly positive. Consequently, brand equity and relationship equity significantly influence purchase intention. In addition, some of the customer characteristics were found to moderate the relationship between perceived SMMA and brand and relationship equities. However, none of the three customer characteristics moderated the relationship between perceived SMMA and brand trust. Hence, this research has contributed to s-commerce, social media marketing, branding, consumer buying behavior, SMEs, and segmentation literature, which helps the owners and managers plan strategically, differentiate themselves, and achieve higher business operation and performance