The influence of social media on purchase intention: The mediating role of brand equity

The paper examined the relationship between social media and purchase intention mediation role of brand equity within Ghana’s fashion industry. study was quantitative employed survey methodology to sample views 500 customers. Statistical Package for Social Sciences (SPSS) structural equation modelling (SEM) technique were used using AMOS software version 22.0 determine hypothesized relationships study. findings revealed that surveillance, Information sharing remuneration have significant positive effects on equity. However, interaction entertainment negative insignificant proposed exist consumer all accepted. can contribute scant empirical works in a single Recommendations further made management clothing industry, policy makers, future researchers.