Main Article Content
Social media is a prominent marketing tool to attract the attention of online target audiences, which can ultimately lead to increased website traffic. This study analyzed the relationship between social media marketing and brand equity, and examined whether customer brand engagement acts as a mediator of this relationship. We conducted a survey with 275 college student WeChat users in China, and used structural equation modeling for data analysis. The results indicated there was a positive direct link between social media marketing and brand equity, with customer brand engagement playing a mediating role. These findings provide valuable insights for brand managers in understanding the impact of social media marketing on fostering customer brand engagement and building brand equity.