Cultures in Connection: Decoding Social Media’s Influence on Consumer Choices Through the Prism of Brand Equity

Karan Patel (), Darley-Biviana Pacheco-Cubillos (), Francisco-Javier Arroyo-Cañada () and Jaime Gil-Lafuente ()
Additional contact information
Karan Patel: Universitat de Barcelona
Darley-Biviana Pacheco-Cubillos: Universitat de Barcelona
Francisco-Javier Arroyo-Cañada: Universitat de Barcelona
Jaime Gil-Lafuente: Universitat de Barcelona

A chapter in Advances in Digital Marketing and eCommerce, 2024, pp 194-208 from Springer

Abstract: Abstract This article aims to explore the impact of Social Media Marketing (SMM) on Consumer Purchase Intentions, investigating the mediating role of the brand equity model. Additionally, it delves into the crucial cultural dimension of individualism and collectivism, analysing how these dimensions shape the adoption of SMM in Spain (Individualistic Culture) and Colombia (Collectivistic Culture). Employing online surveys with convenience sampling and subsequent criterion sampling, data was meticulously filtered, resulting in the selection of 214 respondents from both countries. The study employs structural equation modelling (SEM) analysis, facilitated by SmartPLS 4.0. The findings underscore a positive influence of SMM on purchase intentions in both cultures, with brand loyalty emerging as the sole significant mediator in the relationship between SMM and purchase intentions. The practical implications emphasize the utility of cultural characteristics for effective country segmentation in the formulation of tailored branding strategies. This study highlights the paramount importance of brand equity and its various parameters in diverse cultural contexts. The identification and precise targeting of relevant brand equity elements are emphasized as crucial for successful marketing communication. In terms of originality and value, this research contributes to the discourse on SMM and branding by meticulously examining the mediating impact of brand equity within the distinctive cultural landscapes of Spain and Colombia.

Keywords: Social Media Marketing; Brand Equity; Consumer Purchase Intension; Cross-Cultural (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-62135-2_21

Ordering information: This item can be ordered from
http://www.springer.com/9783031621352

DOI: 10.1007/978-3-031-62135-2_21

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().