MEDIATING ROLE OF BRAND EQUITY ON THE EFFECTS OF SOCIAL MEDIA MARKETING ON CUSTOMER BUYING INTENTION IN THE CONTEXT OF ENTREPRENEURIAL FIRMS

Abstract The current research aims to provide a comprehensive insight into the effect of social media marketing on customer buying intention. Furthermore, the study explores empirically and explains the mediating influences of brand equity, particularly the role of brand image and awareness, on customer buying intention. The research was explored using a quantitative approach. A convenience sampling technique was adopted. The valid responses received were 237. The hypothesis testing followed Structural Equation Modelling. The findings concede that all social media marketing sub-constructs significantly affect buying intention, whereby accessibility has the strongest influence. Brand equity mediates the relationship between social media marketing and purchase intention. The findings concede that all social media marketing sub-constructs significantly affect buying intention, mediated by brand equity, particularly by building brand image and brand awareness. The proposed model provides new insights into the social media marketing drivers affecting buying intentions and engagement with an entrepreneurial brand. This research reaffirms that social media marketing can hugely influence the success of Jordanian entrepreneurial firms