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

Abstract EN

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.