The effect of attitudes towards social media advertising and brand equity model on young consumer’s purchasing intention

Abstract

The aim of this study is to analyze the attitudes towards social media advertising and effectiveness of brand equity on young consumer’s purchase intention. Following the previous studies in social media advertising and the brand equity model, the conceptual framework has been formulated based on the proposed hypotheses and statistically tested using structural equation model (SEM). The results of the present study indicate that the attitudes towards social media advertising are significantly positive affecting on consumer’s purchase intention. Further result reveals a positive relationship between attitudes towards social media advertising on brand equity dimensions increasing brand equity. In addition, the impacts of brand equity confirm a positive relationship on purchase intention. Therefore, this study has provided some practical contributions. First, it sheds light on understanding the factors of young consumer’s purchasing intention; especially, the attitudes towards social media advertising. Furthermore, social media advertising shares a positive relationship with brand equity model.