Increasing Sales Through Social Media Marketing: The Role of Customer Brand Attachment, Brand Trust, and Brand Equity

This study examined the impact of social media marketing on online purchase intention, with brand attachment, trust, and equity acting as mediating factors. The problem addressed in this research is lack understanding regarding reasons for low adoption shopping Iran despite increasing popularity internet, originality lies exploring factors proposing testing a conceptual model that influence Iranian customers’ decision to buy online. To conduct an empirical case study, we selected Digikala, largest two-sided marketplace platform Iran. gather data from representative sample Digikala customers, simple random sampling method was utilized. An survey questionnaire administered 363 participants, ensuring diverse range respondents were included study. A partial least squares used analyze using structural equation modelling (SEM) by SmartPLS software. results demonstrated creates positive changes equity, customer attachment brand, intent over time. Online positively influenced equity. level affected trust way. increase led significant intentions. during marketing. Social impacted intentions significantly through attachment. improved when significant. Several contributed effect intentions, including trust. leads us conclude enhances creation attachments, among customers.