Social media interactions among consumers have changed the marketing scenario. Businesses are actively present on social media platforms so that they can understand how consumers are responding to anything related to their brands. This is imperative as the consumers' online interactions and discussions are shaping the brand's image and purchase intentions. In the light of this environment, this study aims at finding out the influence of social media communications on brand equity with special focus on how the two dimensions of social media communication, i.e., brand or firm-related content and user-generated content influence brand equity and purchase intentions. The study shows that firm-created content over social media significantly influences functional brand image, whereas user-generated content significantly influences brand awareness and hedonic brand image. Further, brand awareness and hedonic brand image lead to brand attitude, which finally impacts purchase intention