The Role of Social Media in Building Brand Equity

Abstract: In the digital era, social media has become a powerful catalyst in marketing, greatly affecting consumer actions, brand image, and purchasing choices. This study explores the significant influence of social media platforms—including Instagram, Facebook, YouTube, and WhatsApp—on establishing brand equity and influencing consumer purchasing habits, especially within the general population. The main goal of the study is to investigate how interaction with social media content, confidence in influencers, online suggestions from peers, and advertising efforts influence consumers' perceptions, trust, involvement, and ultimately their buying choices. A structured questionnaire was employed to gather primary data from 61 participants chosen via a non-probability convenience sampling method. The study design was descriptive, and the data were examined using fundamental statistical methods and visual graphs to understand consumer patterns.