New Approaches in Management and Marketing

Investigating the Impact of Social Media Communications on Brand Equity with the Mediating Role of Electronic Word-of-Mouth (eWOM) and the Moderating Role of Product Involvement

Articles in Press

Document Type : Original Article (Quantified)

Authors

Mohammad mahdi Dehghani tafti 1
Alireza Moghaddasi 2

1 Management Department, Faculty of Accounting and Management, Imamreza International University, Mashhad, Iran

2 Assistant Professor, Management Department, Imamreza International University, Mashhad, Iran

10.22034/jnamm.2026.584405.1310
Abstract
The present study aimed to investigate the impact of social media communications on brand equity, considering the mediating role of electronic word-of-mouth (eWOM) and the moderating role of product involvement, with a focus on dairy products in Yazd Province. In terms of its objective, this study was applied research, and in terms of data collection, it employed a survey method. The statistical sample consisted of 384 customers of dairy products in Yazd Province who had used these products for at least one year and were active on social media. The participants were selected through convenience sampling. Data were collected using a standardized questionnaire adapted from Lin et al. (2023). Partial least squares (PLS) software was used to analyze the data.The results revealed that both company-generated content and user-generated content had significant effects on electronic word-of-mouth and brand equity. Electronic word-of-mouth also had a significant effect on brand equity. Furthermore, the indirect effects of both company-generated content and user-generated content on brand equity through the mediating role of electronic word-of-mouth were significant. Finally, the findings confirmed the moderating role of product involvement in the relationships between company- and user-generated content and brand equity.

Keywords

Social media communications
brand equity
electronic word-of-mouth (eWOM)
product involvement
social media
Subjects
New Approaches in Management and Marketing

Articles in Press, Accepted Manuscript
Available Online from 21 December 2026

  • Receive Date 01 June 2026
  • Revise Date 19 July 2026
  • Accept Date 27 July 2026

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