Influence of social media on consumers' brand choice: a moderated mediation model

Social media has changed the fundamental methods of brands building. Empowered with technology and data analytics, social media is making a significant influence on the brand choice behaviour of the consumers. The present study explores the interrelationships between customer brand engagement, brand recognition and brand choice. The study also examines the role of brand recall in brand choice. Further, the moderating role of electronic word of mouth (EWOM) in the relationship between customer brand engagement and brand recognition is examined. Using a structured instrument, data was collected from 451 respondents from National Capital Region of New Delhi and analysed using Hayes (2018) PROCESS MACROS. The results indicate that: 1) brand recognition is a mediator in the relationship between customer brand engagement and brand choice; 2) brand recall is positively related to brand recognition and brand choice; 3) customer brand engagement is positively related to brand recognition and brand choice; 4) EWOM moderates the relationship between customer brand engagement and brand recognition. These results contribute to both the literature on brand management and practicing marketers. The implications are discussed.