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

Authors: Anubha Saini; Rajesh Elangovan; Tejinder Sharma

Addresses: Department of Commerce, Shivaji College, New Delhi, India ' Department of Commerce, Bishop Heber College (Autonomous), Trichy, India ' Department of Commerce, Kurukshetra University, Kurukshetra, India

Abstract: 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.

Keywords: social media; brand awareness; customer brand engagement; electronic word of mouth; EWOM; brand choice; consumer behaviour.

DOI: 10.1504/IJBEX.2025.146595

International Journal of Business Excellence, 2025 Vol.36 No.2, pp.250 - 271

Received: 01 Feb 2021
Accepted: 03 Jul 2021
Published online: 06 Jun 2025 *

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