The research investigates how social media influences consumer perceptions of non-alcoholic beverage brands, enhancing social media engagement and brand equity and driving purchase intentions. It highlights the impact of digital engagement, brand communication, and consumer interactions in shaping purchasing decisions and brand loyalty. Although beverage companies in the Philippines increasingly use social media to engage with customers, advertise products, and invest funds in digital marketing strategies, they know little about how social media engagement affects consumer behavior, particularly in the Fast-Moving Consumer Goods (FMCG) non-alcoholic beverage sector. Furthermore, little research has been done on the cultural, platform-specific, and economic factors that might affect brand equity and the efficacy of social media marketing. This study utilized a descriptive-correlational quantitative research design. Using Krejcie and Morgan's 1970 published data table, a total of 394 samples were used and analyzed statistically using the partial least square-structural equiation modeling (PLS-SEM). The results show that social media marketing had a significant positive effect on brand equity, social media engagement, and purchase intentions. The study also found that although both mediating variables are significant, brand equity had a direct positive effect, while social media engagement had a suppression effect. The study findings contribute to effectively navigating the modern marketplace, adapting to changing consumer trends and preferences, and driving growth by understanding the interplay between social media marketing, social media engagement, brand equity, and purchase intention.
