Examining the influence of social media marketing on purchase intention: The mediating role of brand image


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Social media has revolutionized how businesses connect with consumers, going beyond product promotion to understanding consumer preferences. It is undeniable that social media plays a pivotal role in shaping consumer purchase decisions, as more individuals turn to these platforms to seek advice and opinions from peers. The current study engaged 410 Indian consumers, employing a quantitative approach backed by rigorous statistical methods, including descriptive statistics, correlation analysis, regression analysis, and structural equation modeling (SEM) using AMOS software. The goal was to unravel the intricate dynamics between social media marketing, brand image, and purchase intentions. The findings highlight a significant and positive relationship between social media marketing efforts and brand image perception. Moreover, it was discovered that brand image significantly influences consumers’ purchase intentions. Surprisingly, it did not find a direct and significant impact of social media marketing on purchase intentions.
Notably, the study revealed a crucial insight: the influence of social media marketing on purchase intentions is fully mediated by the perception of brand image. In light of these results, businesses are encouraged to establish a strong presence on social media platforms to effectively promote their products and services. Organizations can effectively steer consumer purchase intentions by harnessing the synergy between social media marketing and brand image.

This study is supported via funding from Prince Sattam bin Abdulaziz University project number (PSAU/2023/R/1444).

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    • Figure 1. Research model
    • Figure 2. Model fit
    • Figure 3. Structural model
    • Table 1. Demographic profile
    • Table 2. KMO and Bartlett’s test
    • Table 3. Construct reliability and validity
    • Table 4. Discriminant validity (Fornell-Larcker criterion)
    • Table 5. Fit indices for confirmatory factor analysis
    • Table 6. Hypotheses conclusion
    • Table 7. Mediation analysis
    • Data curation
      Imran Ali
    • Formal Analysis
      Imran Ali
    • Investigation
      Imran Ali
    • Methodology
      Imran Ali
    • Software
      Imran Ali
    • Writing – original draft
      Imran Ali
    • Conceptualization
      Mohammad Naushad
    • Funding acquisition
      Mohammad Naushad
    • Project administration
      Mohammad Naushad
    • Resources
      Mohammad Naushad
    • Supervision
      Mohammad Naushad
    • Validation
      Mohammad Naushad
    • Visualization
      Mohammad Naushad
    • Writing – review & editing
      Mohammad Naushad