The Brand Equity Moderating Effect of Social Media and Impact of Word-of-Mouth Publicity In Purchasing Behavior

Abstract

Introduction: The most popular social networks are Twitter, Facebook, and Instagram, which offers people a wide range of entertainment and communication tools, meet the need for information, allow you to correlate your ideas with the ideas of other participants of the social network, thereby to make self-identification and social identification, to make a choice. These social media platforms have influenced the brand equity. Moreover, marketers can spend millions of dollars on advertising campaigns with a complex concept, but most often simple things that money can't buy affect a consumer's decision: verbal recommendations of those whom this consumer trusts.

JEL CODES:M30 M31 I31

 Objective: To investigate the impact of word of mouth (WoM) on brand equity moderating the effects of social media.

 Methodology: Collected primary data through survey method from 30 respondents.

 Findings: The overall model is not good fit and hence the results are not significant.

 Conclusion: Consumers are influenced by several factors. Moreover, the research identified two factors, the word of mouth and social media influence upon purchasing behaviour of consumers. However, other researchers have observed that there is significant relationship of independent variables upon dependent variable.