How Brand Experience Drives Brand Equity in Social Commerce: The Mediating Role of Brand Engagement

Abstract

While brand experience and brand engagement are widely recognized as key drivers of marketing success and brand equity, limited research has examined how engagement functions as both a predictor and a mediating mechanism within social commerce. This study aims to demonstrate how brand experience influences brand equity through brand engagement, highlighting engagement as a key mechanism underlying this relationship. The study population comprises social commerce users, and data were collected from 262 respondents through simple random sampling. PLS-SEM is applied to test the conceptual model hypotheses. The findings show that brand experience and brand engagement have a significant positive influence on brand equity. Brand engagement partially mediates the relationship between brand experience and brand equity. This finding highlights brand engagement as an important mechanism through which brand experience contributes to the development of brand equity in social commerce. The findings enrich theoretical understanding of how brand experience and engagement interact to shape brand equity in social commerce environments. This study provides actionable guidance for marketers in social commerce by demonstrating the interplay between brand experience, brand engagement, and brand equity.