The effect of social media marketing activities in value equity, brand equity and purchase intention: A case study of Dell computers customer

With the dawn of the Internet, a new generation of Information and Communication Technologies has emerged, one of which is social media. In the light of the increasing role of the Social Media in Marketing (SMM), the present study aim to investigate the effects of SMM activities on Dell Computerscustomers’ purchase intention through brand equity and value equity using a structural equation model. The findings showed a positive significant relationshipbetween all the constructs. The results revealed that SMM activities positively influence brand equity, and value equity, which in turn, positively affect purchase intentions

کلیدواژه ها:

Social media marketing ، brand equity ، value equity ، purchase intention ، Dell