Social media marketing in the digital age: empower consumers to win big?

Purpose This study aims to propose and test a research model outlining the chain effects of social media marketing activities (SMMA) on brand equity, encompassing the potential mediators of self-congruity, consumer empowerment and brand experience. Design/methodology/approach An online survey was conducted, and 241 valid responses were acquired. The data was submitted to Partial Least Squares Structural Equation Modelling (PLS-SEM), complemented by the artificial neural network (ANN) analysis. Findings The results revealed that SMMA can foster the development of self-congruity and consumer empowerment. These two psychological responses represent the key drivers to reinforce the positive brand experience and ultimately lead to brand equity. The sequential mediating effect was confirmed. The ANN analysis offered further insights into the ranking of variable importance. Originality/value The present study presents a breakthrough by taking into account the roles of self-congruity, consumer empowerment, brand experience simultaneously and assesses their sequential mediating roles in the linkage between SMMA and brand equity.