Unpacking the Mediating Role of Brand Community Character on the Relationship Between Social Media Marketing Activities and Intention to Purchase Online

Abstract

Whether it's the latest news or details on a specific product, social media is being used as the go-to source for information in today's digital age. Companies utilize social media marketing to spread the word about their products and spark online discussions. Brands with active online communities are more likely to see a rise in consumer interest and spending when consumers get familiar with such brands. Nowadays, people are more inclined towards doing business online than before. This study focuses on the impact of Pakistan's automobile sector marketing efforts on social media and intention to purchase online. The use of customer-based brand equity and perceived brand community character as mediators. Furthermore, due to increase in online sales E-commerce quality is utilized as a moderator to comprehend the impact on the association between the company's marketing efforts on the digital platforms and intention to purchase online. The Google form questionnaire yielded 398 replies by using a convenience sampling strategy. SPSS and Hayes Process Macro are utilized for data analysis. All hypothesis was accepted. The findings will aid automobile brand managers in understanding what to showcase in their online communities to achieve a positive brand outcome.