Social Media Marketing and Purchase Intentions: The Roles of Brand Equity and Awareness

Abstract

This study examines the impact of social media marketing activities (SMMA), brand equity, and brand awareness on consumers’ purchase intentions in Saudi Arabia’s rapidly expanding online shopping environment. In recent years, social media platforms have revolutionized the way businesses interact with consumers, making it essential to understand their influence on purchasing behavior. This research adopts a quantitative approach, collecting data from 203 respondents in the Eastern Province of Saudi Arabia through a structured questionnaire. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to evaluate the proposed relationships among the constructs. The findings demonstrate that social media marketing activities have a significant and positive impact on consumer purchase intentions. Similarly, brand equity and awareness have an essential influence on purchase intentions, suggesting that consumers are more likely to engage in purchasing behavior when they recognize and trust a brand. These results underscore the importance of cultivating a strong brand presence on social media platforms, as such strategies enhance brand perception and consumer loyalty. The study offers practical implications for marketers and brand managers aiming to optimize their digital marketing efforts within the Saudi market. By focusing on interactive, consistent, and value-driven content, brands can enhance consumer engagement, build more substantial equity, and increase the likelihood of purchase.