Cultures in Connection: Decoding Social Media’s Influence on Consumer Choices Through the Prism of Brand Equity

This article aims to explore the impact of Social Media Marketing (SMM) on Consumer Purchase Intentions, investigating the mediating role of the brand equity model. Additionally, it delves into the crucial cultural dimension of individualism and collectivism, analysing how these dimensions shape the adoption of SMM in Spain (Individualistic Culture) and Colombia (Collectivistic Culture). Employing online surveys with convenience sampling and subsequent criterion sampling, data was meticulously filtered, resulting in the selection of 214 respondents from both countries. The study employs structural equation modelling (SEM) analysis, facilitated by SmartPLS 4.0. The findings underscore a positive influence of SMM on purchase intentions in both cultures, with brand loyalty emerging as the sole significant mediator in the relationship between SMM and purchase intentions. The practical implications emphasize the utility of cultural characteristics for effective country segmentation in the formulation of tailored branding strategies. This study highlights the paramount importance of brand equity and its various parameters in diverse cultural contexts. The identification and precise targeting of relevant brand equity elements are emphasized as crucial for successful marketing communication. In terms of originality and value, this research contributes to the discourse on SMM and branding by meticulously examining the mediating impact of brand equity within the distinctive cultural landscapes of Spain and Colombia.