The influence of social media on building brand equity among SME in Malaysia

In the contemporary business landscape, social media has emerged as a pivotal driver of brand equity, particularly for Small and Medium Enterprises (SMEs) in Malaysia. This study investigates the influence of various aspects of social media usage - surveillance, social interaction, information sharing, remuneration, and entertainment content on brand equity, and examines the subsequent impact of brand equity on purchase intention. A quantitative, cross-sectional survey was conducted with 138 SME owners and managers across diverse industries in Malaysia. Data were analysed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess both measurement and structural models. The study addresses a critical research gap by integrating multiple dimensions of social media usage within a single framework and testing the mediating role of brand equity. The findings are expected to provide empirical evidence on how targeted social media strategies can strengthen brand equity and drive consumer purchase decisions. By bridging the gap between theory and practice, this research offers actionable insights for SME practitioners to optimise their digital marketing efforts and for policymakers to design supportive interventions that enhance SME competitiveness in the digital economy.