Internet Advertisements and Brand Equity amongst User-Generated Content and Purchase Intention

Abstract

The current study looked at the effects of user-generated content (UGC) on brand equity, brand equity on customer purchase intention, the mediating role of brand equity between UGC and purchase intention, and the moderating role of internet advertising between brand equity and customer purchase intention. This research is quantitative. All of the participants were Jordanians, and 357 useful samples were gathered from online surveys. The study made use of Smart PLS statistical software. The study's findings demonstrated that while users of social media (SM) are looking for information about brands, user-generated content (UGC) and user interaction have a significant positive impact on brand equity. Additionally, there was a strong positive correlation between purchase intention and brand equity. Additionally, brand equity mediated the link between UGC and purchase intention, and finally, internet advertising mediated the link between brand equity and purchase intention.