Social Media Marketing and Purchase Intentions: The Roles of Brand Equity and Awareness
Current Language EN
English English Türkçe Türkçe Español Español Português Português Pусский Pусский Filipino Filipino Tiếng Việt Tiếng Việt हिन्दी हिन्दी العربية العربية বাংলা বাংলা Deutsch Deutsch 中文 中文

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

Al-Abbad, Mohammed Saad; Mabkhot, Hashed
Journal of Cultural Analysis and Social Change 2026 pp. 552-562
3
saad2026social

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.

Access

DOI:
10.64753/jcasc.v11i1.3913
URL:
https://doi.org/10.64753/jcasc.v11i1.3913

Citation

ID: 283925
Ref Key: saad2026social
Use this key to autocite in SciMatic or Thesis Manager

References

References

No Bibliography

Blockchain Verification

Account:
NFT Contract Address:
0x95644003c57E6F55A65596E3D9Eac6813e3566dA
Article ID:
283925
Unique Identifier:
10.64753/jcasc.v11i1.3913
Network:
Scimatic Chain (ID: 481)
Blockchain Readiness Checklist
Authors
Abstract
Journal Name
Year
Title
5/5
Creates 1,000,000 NFT tokens for this article
Token Features:
  • ERC-1155 Standard NFT
  • 1 Million Supply per Article
  • Transferable via MetaMask
  • Permanent Blockchain Record
Blockchain QR Code
Scan with Saymatik Web3.0 Wallet
Gas fees required in SCI Coins
Buy SCI

Saymatik Web3.0 Wallet

Google Play
App Store