The mediating effect of hedonic and functional brand images on the relationship between social media advertising content, sales promotion content and behaviuoral intention

At a highly competitive market, the recognition and identification of factors that affect the development and management of the brand is known as the main concerns of managers. This study aims to answer an important question of how brand-related communications, including advertising and sales promotion contents, which are disseminated on social media platforms, can enhance positive brand image and evoke favorable behavioural intention from consumers. To test the hypotheses developed in this study, used the available non-random sampling method and Cochran's formula, 227 survey questionnaires were administered to respondents who follow of Chery brand on Instagram. The face validity and content validity were confirmed by experts and a University of Professors and construct validity was confirmed through factor analysis. Reliability was assessed by Cronbach's alpha coefficient greater than 0.7. The research method is survey research. The data were analyzed using Structural Equation Modelling with AMOS v18 and SPSS v22. The findings reported in this research demonstrate that there are positive and significant relationships between social media advertising content, social media sales promotion content, hedonic brand image, functional brand image and behavioural intention. Both hedonic and functional brand images have significant mediating effects on social media advertising content, social media sales promotion content and behavioural intention. Hence, through the social media advertising content and social media sales promotion content, brand images can be enhanced in the consumers’ minds and are considered an effective tool for stimulating favourable behavioural intention of consumers.