The Effect of Instagram’s Social Media Marketing Activity on Purchase Intention with Brand Equity and Electronic Word-of-Mouth as Intervening Variables in the Evolene Brand

The increasing popularity of gym exercise, driven by a growing emphasis on wellness and fitness, has led to a significant rise in demand for sports nutrition products and personalized fitness experiences. This trend, coupled with the prevalence of health and fitness content on social media platforms like Instagram, presents a substantial opportunity for companies in the fitness supplement industry to leverage digital marketing strategies and capitalize on the expanding market. This study intends to ascertain the findings. effects of Evolene’s social media marketing efforts on brand equity, the emergence of social media electronic word-of-mouth (e-WOM) significantly influences consumers’ purchasing intentions. This study methodology utilizes the Partial Least Squares Structural Equation Modeling (PLS-SEM) measurement model and a quantitative approach. Data from the research was acquired by an online questionnaire survey. The study targeted about 400 people who were users of the social media platform Instagram and followed Evolene’s Instagram account. Brand equity was enhanced based on the findings of the research conclusions on social media marketing. Increasing brand equity leads to a stronger influence of electronic word-of-mouth (e-WOM) on how consumers make their purchases. Social media marketing activity (SMMA’s) influence on consumer buying decisions has been conclusively shown. Finally, SMMA has also demonstrated a direct effect on customer purchase intentions. Evolene’s Social Media Marketing activities content on Instagram effectively conveys product details and customer needs but requires improvement in emotional appeal and quality to better connect with their target market.