Impact of Social Media Marketing Activities on Relationship Quality through the Mediating role of Brand Equity

The objective of this investigation is to scrutinize the impression of social media marketing activities on relationship quality, focusing on customer trust and customer satisfaction, through the mediating role of brand equity, which includes brand awareness, brand image, and perceived quality. The present study includes the 384 sample size, out of which only 335 questionnaires responses were received. In the 335 questionnaire answers received 25 were not considered for the data analysis due to extreme abnormal values. Then, 310 questionnaire information were considered. The information was gathered using a digital questionnaire, created and distributed using Google Forms as the platform. The sample was made up of methods for convenience sampling. The intended structure is inspected empirically by employing statistical package for the social science version 26 for normality, reliability, frequency tables, standard deviation, mean and correlation. Then SEM used for hypothesized model. Findings indicate there's is a beneficial effect of social media marketing activities on brand awareness, brand image, perceived quality and relationship quality. Marketers will be able to get useful information from the results about how to employ social media channels to progress customer associations and increase brand equity. When businesses are more cognizant of these elements, they are better able to manage their resources, which ultimately results in increased consumer trust and pleasure.