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Abstract

Today, social media is regarded as one of the top communication tools for engaging with customers, as customer loyalty plays a crucial role in business success within today’s competitive market. Therefore, it is essential to design and execute effective and practical strategies in virtual spaces and digital media, capture customer attention to the brand's products and services, influence purchasing decisions, and ultimately nurture loyalty. This research aims to examine the impact of social media as the leading platform for digital marketing on purchase intention, with brand equity acting as a moderating factor. In this study, a quantitative research approach was used to achieve the research goals. The study is applied in its purpose and descriptive, employing a survey method. Data were gathered from a sample of 170 online customers of the Ofogh Kourosh chain store in District 22 of Tehran province, utilizing convenience sampling and distributing an electronic questionnaire. Statistical analysis, including testing for data normality and scale reliability, was conducted using SPSS 24 software, while hypothesis testing and model measurement were carried out through Smart PLS 3 software. The findings from the validity of the measurement and structural models, along with analyses based on the research goals, supported the hypotheses. The results reveal that social media has a significant positive impact on purchase intention through digital marketing strategies. Finally, the research offers suggestions and strategies for enhancing the effectiveness of social media marketing on purchase intention in chain stores‎.

Keywords: Social Media, Digital Marketing, Purchase Intention, Brand Equity