This study aims to examine: 1. Relation of the influence of promotion through social media Instagram on purchasing decisions, 2. Relationship of brand awareness to purchasing decisions, 3. Relationship of brand equity to purchasing decisions, 3. Effect of brand loyalty on purchasing decisions,...

Social media brand communities (SMBCs) have been heralded for their co‐creative, participatory potential whereby consumers actively contribute to the proliferation of meaningful brand avenues in a virtuously circular relationship with brands. Elevated loyalty and enhanced brand equity have...