The mediating effect of brand equity on the effect of social media marketing on consumer purchasing behavior

This study examines the mediating effect of brand equity on the relationship between social media marketing and consumer purchasing behavior. The income distribution and occupational profiles of the participants indicate that social media is widely used across various socioeconomic groups. The prominence of Instagram as the most frequently used platform, along with high exposure to brands such as Nike, LCW, and Apple, highlights the importance of digital visibility in increasing consumer awareness. Reliability analyses, confirmatory factor analysis, structural equation modeling, and mediation tests were conducted. The findings show that social media marketing strongly enhances brand equity and that brand equity significantly influences purchasing behavior. Mediation analyses confirm that a substantial portion of the effect of social media marketing on purchasing behavior occurs indirectly through brand equity. The results indicate that social media marketing plays a strategic role beyond short-term campaign effects, contributing to brand value creation and shaping consumer behavior. It is recommended that brands develop integrated social media strategies focused on engagement, trust, and long-term value creation.