Social Media Marketing Efforts and Online Purchase Intention in Bangladesh: Mediating Role of Brand Equity

The purpose of this study is inspect the effects of social media marketing efforts (i.e., entertainment, collaboration, trendiness, customization and word of mouth) on consumers’ online purchase intention through the mediation of brand equity in the context of Bangladeshi fashion brands. In this paper, 250 online consumers of fashion products were surveyed to monitor their interaction on social media using judgmental sampling technique. For analyzing the data, the author used SmartPLS to perform confirmatory factor analysis as well as path analysis simultaneously in one step. From the analysis, it was found that social media marketing efforts (SMMEs) have a positive and direct effect on online purchase intention. On the other hand, brand equity moderately mediates the relationship between SMMEs and online purchase intention. It is expected that this study will motivate the concerned fashion business personnel to enhance social media marketing presence to improve their brand equity, which may lead to greater intention to purchase by the consumers