The influence of social media on purchase intention: The mediating role of brand equity

The paper examined the relationship between social media and purchase intention and the mediation role of brand equity within Ghana's fashion industry. The study was quantitative and employed the survey methodology to sample the views of 500 fashion customers. Statistical Package for Social Sciences (SPSS) and the structural equation modelling (SEM) technique were used using AMOS software version 22.0 to determine the hypothesized relationships of the study. The study findings revealed that surveillance, Information sharing and remuneration have significant and positive effects on brand equity. However, the relationship between social interaction and entertainment have negative and insignificant on brand equity. The positive significant relationships proposed to exist between brand equity and consumer purchase intention were all accepted. The findings can contribute to the scant empirical works that social media on brand equity and purchase intention in a single study. Recommendations were further made for management in the clothing industry, policy makers, and future researchers.