What does this research mean for the field?

Social media influencer marketing and electronic word-of-mouth (E-WOM) positively impact purchase intention both directly and indirectly, with brand equity mediating this relationship in the Egyptian mobile phone market. Novelty: ClaimNovelty.INCREMENTAL. Consensus alignment: ConsensusAlignment.NEUTRAL.

What question did this study set out to answer?

This research aims to explore how brand equity mediates the effects of social media influencers marketing and e-WOM on purchase intention.

May 30, 2026Open Access

The Role of Brand Equity in the impact of Social Media Influencers Marketing and E-Word of Mouth on Purchase Intention: A Field Study Applied on the Customers of Mobile Phone Companies in Egypt

Key Points

This research aims to explore how brand equity mediates the effects of social media influencers marketing and e-WOM on purchase intention.
Field study on mobile phone company customers in Egypt
Utilized statistical techniques including descriptive statistics and correlation coefficient
Employed structural equations model for analysis
Social media influencers marketing positively affects brand equity
E-WOM positively affects brand equity
Brand equity positively impacts purchase intention, mediating the relationship between marketing strategies and purchase intention

Abstract

This research discussed the role of brand equity as mediating variable, and social media influencers marketing and E-WOM as independent variables, and finally purchase intention as a dependent variable, with applied on mobile phone companies in Egypt. To achieve the objectives of the research, the researcher relied on a set of statistical techniques which represented in: descriptive statistics, correlation coefficient, structural equations model. The results of the statistical analysis showed a set of results, the most important of which is that there is a direct positive effect of social media influencers marketing on brand equity, and that there is a direct positive effect of E-WOM on brand equity, and that there is a direct positive impact of brand equity on purchase intention, and (social media influencers marketing, E-WOM) has a direct and indirect positive effect on purchase intention and brand equity mediates this relationship in mobile phone companies in Egypt.

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