how does social media marketing affect customer response through brand equity as a mediator in commercial heavy vehicles industry?

Adopting the theoretical perspective of a consumer based model of brand equity, the objective of this study is to analyze the impact of social media marketing activities (smmas) on customer response through brand equity in heavy commercial vehicles industry. data was collected by deploying a questionnaire in which the truck owners were the respondents. an empirical research was conducted with a total of 384 drivers who used social media and structural equation modeling (sem) was used to perform data analysis. the outcome shows the importance of focusing on smmas, resulting tremendous increase in brand image and brand awareness which directly enhance brand commitment and customer willingness to pay a price premium. the main contribution of the paper is delineating the impacts of each smmas components on brand commitment and price premium which may be used as essential data on expansion of heavy commercial vehicles industry pricing strategies and marketing strategies.