The aim of this research is to determine the influence of brand loyalty on brand equity with the moderating role social media. It has transformed the connection amongst sellers and buyers and positively increase the interaction involvement in brand loyalty and brand equity. Through the value creation aspect, we test the moderating influence of social media between brand loyalty and brand equity. In this study Smart PLS-SEM used to analyze the collected data from 187 respondents. Simple random sampling for the purpose of data collection. This study determines that brand loyalty positively effect on brand equity and social media moderates between brand loyalty and brand equity, social media has no influence on brand equity directly. This study also offers an additionally that how brand equity can be improved by social media and brand loyalty. This encourages to companies to manage their goals to enhance the brand equity with the help of brand loyalty and social media.
Volume 12 | 07-Special Issue
Pages: 2526-2533
DOI: 10.5373/JARDCS/V12SP7/20202385