In today's highly competitive markets, managers are looking to make people aware of their products and improve their brand. One of these methods is social media, which has created a great transformation in the field of business and electronic marketing. Brand equity is a valuable but intangible asset of any company, understanding brand equity is a major task for many organizations. Therefore, the purpose of this research was to investigate the impact of social media communication on brand equity through the mediation of electronic verbal advertising and the moderation of product mental involvement. The statistical population of the current research were dairy products customers of Yazd province who have used its products for at least one year and are present on social media, whose exact number is not known. Therefore, the number of members is 384 and is considered available by sampling method. The data collection tool was a questionnaire taken from the research of Lin et al. (2023). Convergent and divergent validity and factor analysis were used to measure face validity according to experts and regarding construct validity. Cronbach's alpha and composite reliability were used to measure reliability. Data analysis was done with SmartPLS3 software. The results showed that the co Firm-generated content as well as the user has a significant impact on electronic word of mouth and brand equity. The effect of electronic word of mouth on brand equity was significant. The Firm-generated content and the user has been significant through the mediating role of electronic word of mouth on brand equity. Finally, the role of moderator of product involvement in the relationship between the Firm-generated content, and the user and the brand equity.