Abstract

The purpose of this paper is to investigate the influence of social media communication (firm

Created and user generated) on purchase intention through the mediation of brand image (hedonic

And functional), brand attitude, and brand equity. Two hundred followers of instagram of Samsung brand were surveyed. The hypotheses were tested using pls-sem, warppls 5.0 Program. The results show that user generated communication had a positive influence on Hedonic and functional brand image. Firm created communication had a positive influence only On functional brand image. Both hedonic and functional brand image had a positive influence on Brand attitude. Brand attitude had a positive influnece on brand equity. Both brand attitude and Brand equity had a positive influence on purchase intention.