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- A brand to activate or sustain? A Portuguese point of view on a local brand : the Royal case studyPublication . Garrete, Margarida Farinha; Celeste, PedroThe current study seeks to comprehend the influence of digitization inside the fastmoving consumer products business, in concrete of Royal brand. It is critical for marketers to understand methods and strategies to create and maintain powerful brands. Brands add value to the firms and serve as a symbol of difference in the minds of customers. Following marketing trends, social media marketing has become an important touch point when defining each brand path, and with this it comes eword of mouth, a strong ally to consumers purchase intention. As a result, the purpose of this study is to connect the effect of social media marketing on brand equity to purchase intent. In order to capture the impact and influence on digital marketing towards consumer purchase intention, a conceptual framework scheme was established. The researcher utilized a survey, with a total of 1020 respondents answering questions about the research goal.