A Study on the Impact of Brand Information Sharing on Brand Purchase Intention: A Case of Brand Information Sharing in Facebook Communities in Mongolia

Abstract

In Mongolia, where e-commerce is underdeveloped, social commerce conducted via platforms such as Facebook serves as the primary marketing channel. Businesses share brand-related information on Facebook to enhance brand awareness, build trust, and stimulate purchase behavior. This study focuses on Mongolian Facebook communities and develops a model to investigate how brand information sharing influences consumers' purchase intention toward brands. The model incorporates brand knowledge and brand trust as mediating variables, and brand information characteristics (value, clarity, completeness) as moderating variables. A questionnaire survey was conducted using adapted established scales. The survey was distributed online to Facebook users in Mongolia. Data analysis and validation were performed using SPSS 23.0, PROCESS 3.5, and AMOS 23.0. Empirical results indicate that brand information sharing has a positive impact on brand knowledge and brand trust. The characteristics of brand information moderate this relationship: higher-quality information strengthens users’ interest in the brand, deepens their understanding, and enhances trust. Brand knowledge and brand trust mediate the relationship between brand information sharing and purchase intention. Consumers’ willingness to purchase is driven not only by exposure to information but also by their understanding of and trust in the brand. Brand knowledge and trust are identified as key factors influencing purchase intention. In Mongolia, where consumers heavily rely on social media for brand information, this mechanism is particularly important. Managerial recommendations suggest that companies should share high-quality, credible, and valuable brand content on social media and strengthen consumer interaction to foster brand knowledge and trust. The study acknowledges limitations, such as the sample being limited to Mongolian Facebook users. Future research could explore other social media channels or emerging formats. Overall, this study analyzes how brand information sharing on social media affects consumer purchasing behavior, constructs a model with mediating and moderating variables, and validates it empirically. The findings offer theoretical support and practical guidance for brand marketing on social platforms.