"The Effective Use of Social Media Platforms and its impact on Buying Decision and Enhancement of Brand Equity in the category of Electronics Durables with Special Reference to Selected Cities of Gujarat State"

Abstract

Purpose

The main purpose of this paper is to investigate the impact of effective use of social media on purchasing decisions and brand equity.

Design/methodology/approach

The study was conducted in selected cities of Gujarat and data were collected using convenient sampling. Structural equation modeling was used to evaluate the impact of social media marketing on purchasing decisions and brand equity.

Findings

Research shows that the use of social media has a positive impact on brand equity and also positively contributes to purchasing decision making.

Research limitations

The relationships investigated in this study requires more research on this subject. This is because there are many more products other than durable electronics. Therefore, further research is needed before drawing any general conclusions.

Practical implications

Based on the study, we found that the effective use of social media can create and enhance brand equity, and positively influence purchase intentions.

Originality/value

Emphasizing and improving the body of knowledge relating to Brand Equity and purchase intention in Electronics Durables.