THE IMPACT OF MULTIDIMENSIONAL SOCIAL MEDIA ACTIVITIES ON BRAND EQUITY AND PURCHASE INTENTION: EVIDENCE FROM MALAYSIAN SMES
DOI:
https://doi.org/10.24191/joa.v14i2.12312Abstract
This study examines how different forms of social media engagement influence brand equity and purchase intention among small and medium-sized enterprises (SMEs) in Malaysia. Although social media is widely adopted by SMEs, its contribution to brand development across different activity types remains insufficiently understood. Using a cross-sectional survey of 138 SME owners and managers, the data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). Five dimensions of social media usage were examined: surveillance, social interaction, information sharing, remuneration, and entertainment. The results indicate that all five dimensions significantly enhance brand equity, with entertainment demonstrating the strongest effect. Brand equity also significantly predicts purchase intention and mediates the relationship between social media activities and consumer buying intention. These findings suggest that social media influences purchasing decisions primarily by strengthening brand perceptions rather than through direct promotional exposure. By modelling social media usage as a multidimensional construct, this study provides a more integrated explanation of digital branding processes within the Malaysian SME context and offers practical insights for firms seeking to improve competitive positioning through strategic social media engagement.
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