Given the growing importance of online social media platforms (OSM) in brand management, the authors attempt to extend the relationship between e-brand equity and repurchase intention with two mediator variables, namely visual appeal and e-preference in which willingness to pay a price premium (WPPP) serves as a moderator. Drawing on the perspective of digitalized engagement (PDE), the authors confirm the mediating effects on the e-brand equity-repurchase intention link while evidencing both positive and negative effects of WPPP on the linkage of e-brand equity and mediators.