Purpose: Even though there is an immense level of research related to the impact of product quality and service quality on consumers' purchase intentions the role of satisfaction as the mediator between perceived product qualities, affective commitment, and repurchase intentions has not been cross-examined in previous literature. To understand how this mediating mechanism affects repurchase intentions, we advanced a conceptual model. Design/Methodology/Approach: This study employed a quantitative research approach. Data were obtained using the convenience sampling method from a sample of 400 respondents. Statistical Package for the Social Sciences (SPSS) version 22.0 and Analysis of Moment Structure (AMOS) version 22.0 were used for the data analysis. Findings: Results show that the relationship between perceived product quality, affective commitment, and repurchase intentions is partially mediated by customers' satisfaction. Implications/Originality/Value: understanding the underlying process of repurchase intentions of customers. The study is one of the exceptional efforts to provide evidence regarding the role of customer satisfaction as a mediating variable between independent and dependent variables.

The emergence of social media applications has opened up new avenues for firms to establish digital connections with their consumers, with a particular emphasis on creating personalized advertising on social media platforms. It is crucial to ensure proper synchronization of content used for advertising on these platforms. The current study focuses on the theoretical model that elucidates how social media advertising contributes to the development of robust brand-related images on social media platforms. Prior research shows that advertising has a significant impact on brand image. Hence, it is essential to discover how this relationship works in terms of social media advertising and how the attitude toward advertising mediates the relationship. This study employed a quantitative research approach. Data were obtained using the convenience sampling method from a sample of 325 respondents. Statistical Package for the Social Sciences (SPSS) version 22.0 and Smart PLS 4.0 were used for the data analysis. The study concluded that social media advertising has a direct effect on brand image and attitude towards advertising acts as a mediating role between advertising and brand image. Also, brand image has a direct effect on brand equity. The results provided several practical implications in understanding the underlying process of creating an effective social media advertising campaign that will impact the formation of consumers’ attitudes toward advertising and brand image, eventually leading to brand equity.