The influence of social media usage and electronic word-of-mouth on Hot Wheels purchase intention in West Sumatra: The mediating role of brand equity
Keywords:
Social media usage; eWOM; Purchase intention; Brand equity
Abstract
Purpose- This study examines the influence of social media usage (SMU) and electronic word of mouth (eWOM) on purchase intentions for Hot Wheels diecast collectibles in West Sumatra, using brand equity (BE) as a mediating variable.
Design/methodology/approach- An online survey was conducted, gathering data from 168 Hot Wheels collectors and enthusiasts in West Sumatera, Indonesia. Data analysis employed Partial Least Squares Structural Equation Modeling (PLS-SEM) to evaluate the relationships between variables.
Findings- Results demonstrate that social media usage, electronic word of mouth, and brand equity each significantly influence consumers’ purchase intentions. Additionally, brand equity is found to be positively impacted by social media usage and electronic word of mouth. Finally, brand equity partially mediates the relationship between social media usage, electronic word of mouth, and purchase intentions for Hot Wheels.
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References
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Alwan, M., & Alshurideh, M. T. (2022). The effect of digital marketing on purchase intention: Moderating effect of brand equity. International Journal of Data and Network Science, 6(3), 837–848. https://doi.org/10.5267/j.ijdns.2022.2.012
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Bodaghi Khajeh Noubar, H., Kalejahi, H., & Rostamzadeh, R. (2020). Impact of social media marketing activities on brand equity and brand commitment in the leather industry. International Journal of Business Excellence, 20, 191. https://doi.org/10.1504/IJBEX.2020.105346
Boonghee, Y., Naveen, D., & Sungho, L. (2000). An Examination of Selected Marketing Mix Elements and Brand Equity. Journal of the Academy of Marketing Science, 28(2), 195–211. https://link.springer.com/content/pdf/10.1177/0092070300282002.pdf
Brzozowska-Woś, M., & Schivinski, B. (2019). The Effect of Online Reviews on Consumer-Based Brand Equity: Case-Study of the Polish Restaurant Sector. 27, 2–27. https://doi.org/10.7206/cemj.2658-0845.1
Bulut, Z., & Karabulut, A. (2018). Examining the role of two aspects of EWOM in online repurchase intention: An integrated trust-loyalty perspective. Journal of Consumer Behaviour, 17. https://doi.org/10.1002/cb.1721
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Daowd, A., Hasan, R., Eldabi, T., Rafi-Ul-Shan, P. M., Cao, D., & Kasemsarn, N. (2020). Factors Affecting EWOM Credibility, Information Adoption, and Purchase Intention on Generation Y: A Case from Thailand. Journal of Enterprise Information Management, ahead-of-p. https://doi.org/10.1108/JEIM-04-2019-0118
Farzin, M., Sadeghi, M., Fattahi, M., & Eghbal, M. (2021). Effect of Social Media Marketing and EWOM on Willingness to Pay in the Etailing: Mediating Role of Brand Equity and Brand Identity. Business Perspectives and Research, 10, 227853372110249. https://doi.org/10.1177/22785337211024926
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Hair, J., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM).
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Jalilvand, M. R., & Samiei, N. (2012). The effect of Electronic Word of Mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence and Planning, 30(4), 460–476. https://doi.org/10.1108/02634501211231946
Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. (Fourth Har). Pearson Education Inc.
Ketchen, D. (2013). A Primer on Partial Least Squares Structural Equation Modeling. Long Range Planning, 46, 184–185. https://doi.org/10.1016/j.lrp.2013.01.002
Khan, Z., Khan, A., Nabi, M. K., & Khanam, Z. (2024). Demystifying the effect of social media usage and EWOM on purchase intention: the mediating role of brand equity. Journal of Economic and Administrative Sciences. https://doi.org/10.1108/JEAS-05-2023-0102
Kian Yeik, K., Ong, D., Khoo, K. L., & Yeoh, H. J. (2021). Perceived Social Media Marketing Activities and Consumer-Based Brand Equity: Testing a Moderated Mediation Model. Asia Pacific Journal of Marketing and Logistics, 33, 53–72. https://doi.org/10.1108/APJML-07-2019-0453
Kotler, P., & Keller, K. L. (2018). Marketing Management (12th ed.). PT Indeks.
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Lim, J. S., Pham, P., & Heinrichs, J. H. (2020). Impact of social media activity outcomes on brand equity. Journal of Product and Brand Management, 29(7), 927–937. https://doi.org/10.1108/JPBM-03-2019-2298
Masa’deh, R., AL-Haddad, S., Abed, D., Khalil, H., Almomani, L., & Khirfan, T. (2021). The Impact of Social Media Activities on Brand Equity. Information, 12, 477. https://doi.org/10.3390/info12110477
Maskuroh, N., Fahlevi, M., Irma, D., Rita, R., & Rabiah, A. (2022). Social media as a bridge to e-commerce adoption in Indonesia: A research framework for repurchase intention. International Journal of Data and Network Science, 6, 107–114. https://doi.org/10.5267/j.ijdns.2021.9.017
Minh, S., & Ha, G. (2022). The role of social brand engagement on brand equity and purchase intention for fashion brands. Cogent Business & Management, 9. https://doi.org/10.1080/23311975.2022.2143308
Ms, M., Marquette, C., & Bangsawan, S. (2017). Impact of electronic word-of-mouth communication on building brand equity: An Indonesian perspective. J. for Global Business Advancement, 10, 527. https://doi.org/10.1504/JGBA.2017.088938
Perera, C. H., Nayak, R., & Nguyen, L. T. Van. (2021). The impact of subjective norms, EWOM and perceived brand credibility on brand equity: application to the higher education sector. International Journal of Educational Management, 35(1), 63–74. https://doi.org/10.1108/IJEM-05-2020-0264
Pucci, T., Casprini, E., Nosi, C., & Zanni, L. (2018). Does social media usage affect online purchasing intention for wine? The moderating role of subjective and objective knowledge. British Food Journal, 121. https://doi.org/10.1108/BFJ-06-2018-0400
Rajput, S., Dash, G., Upamannyu, N., Sharma, B., & Singh, P. (2022). Social media campaigns and domestic products consumption: a study on an emerging economy. Cogent Business & Management, 9, 1–19. https://doi.org/10.1080/23311975.2022.2143018
Rapp, A., Beitelspacher, L. S., Grewal, D., & Hughes, D. E. (2013). Understanding social media effects across seller, retailer, and consumer interactions. Journal of the Academy of Marketing Science, 41(5), 547–566. https://doi.org/10.1007/s11747-013-0326-9
Riduwan. (2006). Metode dan Teknik Menyusun Tesis. Alfabeta.
Sagynbekova, S., İnce, E., Ogunmokun, O., Olaoke, R., Olaoke, O., Uchechukwu, Ukeje, U. ., Correspondence, O., & Oluwatobi, O. (2020). Social media communication and higher education brand equity: The mediating role of EWOM. Journal of Public Affairs, 21. https://doi.org/10.1002/pa.2112
Saleem, A., & Ellahi, A. (2017). Influence of Electronic Word of Mouth on Purchase Intention of Fashion Products on Social Networking Websites. Pakistan Journal of Commerce and Social Sciences, 2017, 597–622.
Schiffman, L. G., & Wisenblit, J. (2019). Consumer Behavior Global edition (12th ed.). Pearson Education.
Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill-Building Approach. Leadership & Organization Development Journal, 7, 700–701. https://doi.org/10.1108/lodj-06-2013-0079
Solomon. (2018). Consumer Behavior Consumer behavior. In Pearson Education India (Vol. 27, Issue 23). http://www.pearsonmylabandmastering.com
Stojanovic, I., Andreu, L., & Pérez, R. (2018). Effects of the intensity of use of social media on brand equity: An empirical study in a tourist destination. European Journal of Management and Business Economics, 27. https://doi.org/10.1108/EJMBE-11-2017-0049
Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D (23rd ed.). Alfabeta.
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Torres, P., Augusto, M., & Wallace, E. (2018). Improving consumers’ willingness to pay using social media activities. Journal of Services Marketing, 32(7), 880–896. https://doi.org/10.1108/JSM-07-2017-0257
Verma, S., & Yadav, N. (2021a). Past, Present, and Future of Electronic Word of Mouth (EWOM). Journal of Interactive Marketing, 53, 111–128. https://doi.org/https://doi.org/10.1016/j.intmar.2020.07.001
Verma, S., & Yadav, N. (2021b). Past, Present, and Future of Electronic Word of Mouth (EWOM). Journal of Interactive Marketing, 53, 111–128. https://doi.org/10.1016/J.INTMAR.2020.07.001
Vo Minh, S., Nguyen Huong, G., & Dang Nguyen Ha, G. (2022). The role of social brand engagement on brand equity and purchase intention for fashion brands. Cogent Business and Management, 9(1). https://doi.org/10.1080/23311975.2022.2143308
Weerasinghe, S., & Hindagolla, M. (2018). Technology acceptance model and social network sites (SNS): a selected review of literature. Global Knowledge, Memory and Communication, 67. https://doi.org/10.1108/GKMC-09-2017-0079
Yusuf, A. S., Che Hussin, A. R., & Busalim, A. H. (2018). Influence of e-WOM engagement on consumer purchase intention in social commerce. Journal of Services Marketing, 32(4), 493–504. https://doi.org/10.1108/JSM-01-2017-0031
Zhao, L., Lee, S., & Copeland, L. (2019). Social media and Chinese consumers’ environmentally sustainable apparel purchase intentions. Asia Pacific Journal of Marketing and Logistics, 31. https://doi.org/10.1108/APJML-08-2017-0183
Alwan, M., & Alshurideh, M. T. (2022). The effect of digital marketing on purchase intention: Moderating effect of brand equity. International Journal of Data and Network Science, 6(3), 837–848. https://doi.org/10.5267/j.ijdns.2022.2.012
Augusto, M., & Torres, P. (2018). Effects of brand attitude and EWOM on consumers’ willingness to pay in the banking industry: Mediating role of consumer-brand identification and brand equity. Journal of Retailing and Consumer Services, 42, 1–10. https://doi.org/10.1016/j.jretconser.2018.01.005
Bambauer-Sachse, S., & Mangold, S. (2011). Brand equity dilution through negative online word-of-mouth communication. Journal of Retailing and Consumer Services, 18(1), 38–45. https://doi.org/10.1016/j.jretconser.2010.09.003
Bodaghi Khajeh Noubar, H., Kalejahi, H., & Rostamzadeh, R. (2020). Impact of social media marketing activities on brand equity and brand commitment in the leather industry. International Journal of Business Excellence, 20, 191. https://doi.org/10.1504/IJBEX.2020.105346
Boonghee, Y., Naveen, D., & Sungho, L. (2000). An Examination of Selected Marketing Mix Elements and Brand Equity. Journal of the Academy of Marketing Science, 28(2), 195–211. https://link.springer.com/content/pdf/10.1177/0092070300282002.pdf
Brzozowska-Woś, M., & Schivinski, B. (2019). The Effect of Online Reviews on Consumer-Based Brand Equity: Case-Study of the Polish Restaurant Sector. 27, 2–27. https://doi.org/10.7206/cemj.2658-0845.1
Bulut, Z., & Karabulut, A. (2018). Examining the role of two aspects of EWOM in online repurchase intention: An integrated trust-loyalty perspective. Journal of Consumer Behaviour, 17. https://doi.org/10.1002/cb.1721
Chaffey, D., & Chadwick, F. E. (2019). Digital Marketing: Strategy and Implementation (7th ed.). Pearson Education.
Cheung, C. M. K., & Thadani, D. R. (2010). The effectiveness of electronic word-of-mouth communication: A literature analysis. 23rd Bled EConference ETrust: Implications for the Individual, Enterprises and Society - Proceedings, 329–345.
Daowd, A., Hasan, R., Eldabi, T., Rafi-Ul-Shan, P. M., Cao, D., & Kasemsarn, N. (2020). Factors Affecting EWOM Credibility, Information Adoption, and Purchase Intention on Generation Y: A Case from Thailand. Journal of Enterprise Information Management, ahead-of-p. https://doi.org/10.1108/JEIM-04-2019-0118
Farzin, M., Sadeghi, M., Fattahi, M., & Eghbal, M. (2021). Effect of Social Media Marketing and EWOM on Willingness to Pay in the Etailing: Mediating Role of Brand Equity and Brand Identity. Business Perspectives and Research, 10, 227853372110249. https://doi.org/10.1177/22785337211024926
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69. https://doi.org/10.1016/j.jbusres.2016.04.181
Hair, J., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM).
Hair, J., Risher, J., Sarstedt, M., & Ringle, C. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31. https://doi.org/10.1108/EBR-11-2018-0203
Haryono, D. (2015). Pengendalian Kualitas Statistik (Pendekatan Teoritis dan Aplikatif). Alfabeta.
Hu, S., & Zhu, Z. (2022). Effects of Social Media Usage on Consumers’ Purchase Intention in Social Commerce: A Cross-Cultural Empirical Analysis. Frontiers in Psychology, 13(May), 1–17. https://doi.org/10.3389/fpsyg.2022.837752
Irwan, & Adam, K. (2015). Metode Partial Least Square (Pls) Dan Terapannya. Teknosains, 9(1), 53–68.
Ismagilova, E., Slade, E., Rana, N., & Dwivedi, Y. (2020). The Effect of Electronic Word of Mouth Communications on Intention to Buy: A Meta-Analysis. Information Systems Frontiers, 22. https://doi.org/10.1007/s10796-019-09924-y
Jalilvand, M. R., & Samiei, N. (2012). The effect of Electronic Word of Mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence and Planning, 30(4), 460–476. https://doi.org/10.1108/02634501211231946
Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. (Fourth Har). Pearson Education Inc.
Ketchen, D. (2013). A Primer on Partial Least Squares Structural Equation Modeling. Long Range Planning, 46, 184–185. https://doi.org/10.1016/j.lrp.2013.01.002
Khan, Z., Khan, A., Nabi, M. K., & Khanam, Z. (2024). Demystifying the effect of social media usage and EWOM on purchase intention: the mediating role of brand equity. Journal of Economic and Administrative Sciences. https://doi.org/10.1108/JEAS-05-2023-0102
Kian Yeik, K., Ong, D., Khoo, K. L., & Yeoh, H. J. (2021). Perceived Social Media Marketing Activities and Consumer-Based Brand Equity: Testing a Moderated Mediation Model. Asia Pacific Journal of Marketing and Logistics, 33, 53–72. https://doi.org/10.1108/APJML-07-2019-0453
Kotler, P., & Keller, K. L. (2018). Marketing Management (12th ed.). PT Indeks.
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management 16 ed (16th ed.). Harlow Pearson.
Lim, J. S., Pham, P., & Heinrichs, J. H. (2020). Impact of social media activity outcomes on brand equity. Journal of Product and Brand Management, 29(7), 927–937. https://doi.org/10.1108/JPBM-03-2019-2298
Masa’deh, R., AL-Haddad, S., Abed, D., Khalil, H., Almomani, L., & Khirfan, T. (2021). The Impact of Social Media Activities on Brand Equity. Information, 12, 477. https://doi.org/10.3390/info12110477
Maskuroh, N., Fahlevi, M., Irma, D., Rita, R., & Rabiah, A. (2022). Social media as a bridge to e-commerce adoption in Indonesia: A research framework for repurchase intention. International Journal of Data and Network Science, 6, 107–114. https://doi.org/10.5267/j.ijdns.2021.9.017
Minh, S., & Ha, G. (2022). The role of social brand engagement on brand equity and purchase intention for fashion brands. Cogent Business & Management, 9. https://doi.org/10.1080/23311975.2022.2143308
Ms, M., Marquette, C., & Bangsawan, S. (2017). Impact of electronic word-of-mouth communication on building brand equity: An Indonesian perspective. J. for Global Business Advancement, 10, 527. https://doi.org/10.1504/JGBA.2017.088938
Perera, C. H., Nayak, R., & Nguyen, L. T. Van. (2021). The impact of subjective norms, EWOM and perceived brand credibility on brand equity: application to the higher education sector. International Journal of Educational Management, 35(1), 63–74. https://doi.org/10.1108/IJEM-05-2020-0264
Pucci, T., Casprini, E., Nosi, C., & Zanni, L. (2018). Does social media usage affect online purchasing intention for wine? The moderating role of subjective and objective knowledge. British Food Journal, 121. https://doi.org/10.1108/BFJ-06-2018-0400
Rajput, S., Dash, G., Upamannyu, N., Sharma, B., & Singh, P. (2022). Social media campaigns and domestic products consumption: a study on an emerging economy. Cogent Business & Management, 9, 1–19. https://doi.org/10.1080/23311975.2022.2143018
Rapp, A., Beitelspacher, L. S., Grewal, D., & Hughes, D. E. (2013). Understanding social media effects across seller, retailer, and consumer interactions. Journal of the Academy of Marketing Science, 41(5), 547–566. https://doi.org/10.1007/s11747-013-0326-9
Riduwan. (2006). Metode dan Teknik Menyusun Tesis. Alfabeta.
Sagynbekova, S., İnce, E., Ogunmokun, O., Olaoke, R., Olaoke, O., Uchechukwu, Ukeje, U. ., Correspondence, O., & Oluwatobi, O. (2020). Social media communication and higher education brand equity: The mediating role of EWOM. Journal of Public Affairs, 21. https://doi.org/10.1002/pa.2112
Saleem, A., & Ellahi, A. (2017). Influence of Electronic Word of Mouth on Purchase Intention of Fashion Products on Social Networking Websites. Pakistan Journal of Commerce and Social Sciences, 2017, 597–622.
Schiffman, L. G., & Wisenblit, J. (2019). Consumer Behavior Global edition (12th ed.). Pearson Education.
Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill-Building Approach. Leadership & Organization Development Journal, 7, 700–701. https://doi.org/10.1108/lodj-06-2013-0079
Solomon. (2018). Consumer Behavior Consumer behavior. In Pearson Education India (Vol. 27, Issue 23). http://www.pearsonmylabandmastering.com
Stojanovic, I., Andreu, L., & Pérez, R. (2018). Effects of the intensity of use of social media on brand equity: An empirical study in a tourist destination. European Journal of Management and Business Economics, 27. https://doi.org/10.1108/EJMBE-11-2017-0049
Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D (23rd ed.). Alfabeta.
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Torres, P., Augusto, M., & Wallace, E. (2018). Improving consumers’ willingness to pay using social media activities. Journal of Services Marketing, 32(7), 880–896. https://doi.org/10.1108/JSM-07-2017-0257
Verma, S., & Yadav, N. (2021a). Past, Present, and Future of Electronic Word of Mouth (EWOM). Journal of Interactive Marketing, 53, 111–128. https://doi.org/https://doi.org/10.1016/j.intmar.2020.07.001
Verma, S., & Yadav, N. (2021b). Past, Present, and Future of Electronic Word of Mouth (EWOM). Journal of Interactive Marketing, 53, 111–128. https://doi.org/10.1016/J.INTMAR.2020.07.001
Vo Minh, S., Nguyen Huong, G., & Dang Nguyen Ha, G. (2022). The role of social brand engagement on brand equity and purchase intention for fashion brands. Cogent Business and Management, 9(1). https://doi.org/10.1080/23311975.2022.2143308
Weerasinghe, S., & Hindagolla, M. (2018). Technology acceptance model and social network sites (SNS): a selected review of literature. Global Knowledge, Memory and Communication, 67. https://doi.org/10.1108/GKMC-09-2017-0079
Yusuf, A. S., Che Hussin, A. R., & Busalim, A. H. (2018). Influence of e-WOM engagement on consumer purchase intention in social commerce. Journal of Services Marketing, 32(4), 493–504. https://doi.org/10.1108/JSM-01-2017-0031
Zhao, L., Lee, S., & Copeland, L. (2019). Social media and Chinese consumers’ environmentally sustainable apparel purchase intentions. Asia Pacific Journal of Marketing and Logistics, 31. https://doi.org/10.1108/APJML-08-2017-0183
Published
2025-03-26
How to Cite
Kharisma Utama, H., & Maulana, A. (2025). The influence of social media usage and electronic word-of-mouth on Hot Wheels purchase intention in West Sumatra: The mediating role of brand equity. Marketing Management Studies, 5(1), 96-107. https://doi.org/10.24036/mms.v5i1.596
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Articles
