A multi-analytic approach to predict social media marketing influence on consumer purchase intention

This study was conducted to examine the effect of Electronic Word of Mouth (E-WOM) on brand image and purchase intention, as well as the mediating role of brand image in the relationship between E-WOM and purchase intention. The phenomenon observed is the increasing role of online reviews and digital recommendations in shaping consumers' perceptions of brands and their purchasing decisions. This study used descriptive and associative methods with a quantitative approach. The study population was 356,410 residents of Sukabumi City, with a sample of 200 people randomly selected through probability sampling technique. Validity and reliability testing was conducted using SPSS version 23. The results showed that E-WOM had a significant effect on brand image with all items on the E-WOM variable and brand image declared valid (r_hitung > r_kritis). In addition, brand image also has a significant influence on consumer purchase intention. Brand image acts as a mediator that strengthens the influence of E-WOM on purchase intention. Cronbach's Alpha values for brand image, E-WOM, and purchase intention show high reliability (>0.60). In conclusion, E-WOM and brand image have an important role in shaping consumer purchase intention, with brand image strengthening the relationship between E-WOM and purchase intention. Effective marketing strategies should focus on improving brand image and leveraging E-WOM to drive consumer purchase decisions.

Background – During the COVID-19 epidemic, increased consumer interest in skincare is generating commercial potential for local skincare products in Batam City. Attractive and trustworthy brand ambassadors play an important role in influencing consumers' purchase intentions for products by enhancing brand image and increasing awareness of product quality, which will ultimately motivate purchases. Aim – The purpose of this study is to analyze the relationship between various factors (attractiveness, expertise, trustworthiness of brand ambassadors, E-WOM, and social media marketing) on purchase intention of local skincare products in Batam City. Design / methodology / approach – The purposive sampling method was used to collect data from 386 individuals who have used local skincare products in Batam City. The questionnaire was distributed using Google Form in April 2023. Findings – The results of the Structural Equation Modeling - Partial Least Square (SEM-PLS) analysis show a positive and significant influence of attractiveness, expertise, trustworthiness, E-WOM, social media marketing variables on purchase intention through brand image. Conclusion - The brand image of skin care products will increase if you use a brand ambassador, where this brand ambassador has a strong influence in increasing the desire to buy skin care products. Research implication – These findings provide insight that social media marketing approaches are efficient, brand ambassadors are influential, and E-WOM is effective in improving brand image and purchase intention of local skincare customers. Limitations – The limitation of this study is that the brand image variable can only be explained by 46.5% by variables such as attractiveness, knowledge, trustworthiness, E-WOM, and social media marketing. Other variables not studied, such as respect and similarity, can explain the remaining 53.5%. Similarly, the purchase intention variable can only be explained by 39.6% by the factors considered, with the remaining 60.4% possibly influenced by other variables such as sales promotion and product quality.

Purpose: This study examines the effects of product quality and brand awareness on skincare purchase intention, with social media marketing as a proposed mediating mechanism, among Generation Z consumers in Jakarta. Methodology: Data were collected from 100 Generation Z consumers in Jakarta with prior skincare usage experience, using a cross-sectional survey. Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4.0 was used to analyze the data, assessing direct and indirect relationships among the constructs. The measurement model showed satisfactory reliability and validity. Results: Product quality and brand awareness significantly influence social media marketing, which, in turn, affects purchase intention. However, social media marketing did not mediate the relationship between product quality or brand awareness and purchase intention. All three constructs—product quality, brand awareness, and social media marketing—exert significant positive effects on purchase intention. Conclusions: Product quality and brand awareness remain the dominant drivers of purchase intention for Generation Z consumers, operating independently of social media marketing. Limitations: The study's focus on Generation Z consumers in Jakarta limits the generalizability of findings to other regions or age groups. Additionally, social media marketing did not mediate the relationship between product quality or brand awareness and purchase intention, suggesting the need for further research on other mediators. Contribution: This study adds to the literature on consumer behavior and digital marketing by highlighting the limited role of social media marketing as a mediator in the skincare purchase context in emerging markets.

PurposeThis study aims to analyze the effect of social media marketing (SMM), generated by doctors and dentists, on consumers’ purchase intention, via the influence of the value co-creation perception, brand equity and consumer brand engagement. Additionally, this study analyzes the moderating role of purchase frequency.Design/methodology/approachA sample of 110 respondents was surveyed using a self-administered questionnaire. The partial least squares structural equation modeling (PLS-SEM) was used to test the research hypothesis.FindingsThe findings reveal that SMM positively influences value co-creation perception. Value co-creation perception positively influences brand equity and consumer brand engagement. Brand equity positively influences purchase intention. The moderating role of frequency was confirmed. However, the effects of consumer brand engagement on purchase intention were not confirmed.Practical implicationsThe study findings enable healthcare marketers to develop social media marketing and branding strategies to engage consumers and increase perceived value, brand equity and purchase intention of healthcare services.Originality/valueTo the best of the authors’ knowledge, this study is the first to introduce SMM as an antecedent of the relationship between value co-creation and brand equity. This study is also the first to test the relationship between value co-creation and brand equity in the healthcare sector. A new integrated model was proposed to understand the effects of SMM on the intention to purchase healthcare services.

This study aims to investigate the influence of Brand Image, Electronic Word of Mouth (E-WOM), and celebrity endorsers on the purchase intention of a product among the Purwokerto community. Research was conducted using a quantitative approach with purposive sampling, involving 151 respondents. The data were analysed using the Structural Equation Modelling - Partial Least Squares (SEM-PLS) method for testing the connection between variables. Research results indicate that brand image and e-WOM are positively and significantly related to purchase intention; however, the influence of celebrity endorsers is not significant in terms of interest-based purchases. The implication of this research is to provide insight to consumers in understanding how brand image, eWOM, and celebrity endorser factors can influence their Purchase intention.

Social media platforms have revolutionized how consumers receive and evaluate product information, particularly through Electronic Word of Mouth (E-WOM). TikTok, with its interactive features and large user base, has emerged as a powerful E-WOM medium that can influence consumer behavior. This study investigates the impact of E-WOM components—information quality, credibility, suitability, and needs—on information usefulness, information adoption, and ultimately purchase intention for Wardah cosmetic products. A quantitative, descriptive-causal research design was applied using purposive sampling, with 160 respondents from the JABODETABEK area who had purchased Wardah products at least twice in 2023. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that all proposed relationships are statistically significant: E-WOM attributes positively affect information usefulness, which in turn influences information adoption and purchase intention. This study contributes to a deeper understanding of the role of E-WOM in digital consumer behavior and offers practical insights for cosmetic brands aiming to leverage social media platforms for marketing strategies. Keywords: E-WOM, information usefulness, information adoption, purchase intention, TikTok, Wardah cosmetics

Objectives: This study explores the influence of live shopping behavior on consumer purchase intentions within the TikTok Shop, emphasizing its relevance to achieving Sustainable Development Goals (SDGs). Understanding the dynamics of live shopping behavior on platforms like TikTok is vital for businesses aiming to leverage this innovative marketing strategy. Theoretical framework: The research is grounded with a behavioral predictor in understanding shopping decisions using the Stimulus-Organism-Response (S-O-R) theory psychological model. SOR here, the stimulus uses store and brand image; the organism sees from quality and trust, and the response is based on purchase intention. Methods: Sample data was obtained from 419 respondents from an online survey using the snowball technique. Data were analyzed using partial least squares structural equation modeling (PLS-SEM) to test the proposed hypotheses Results and discussion: Brand image affects perceived quality, and brand image affects trust. Store image affects perceived quality, and store image affects trust. Perceived quality and trust affect purchase intention. Research Implications: The findings can be used as an evaluation for a marketing platform tool for the purchasing decision-making process. The development of the live shopping research model framework with Stimulus-Organism-Response (S-O-R) theory effectively for evaluating consumer and online shopping behavior. Meanwhile, this research also provides managerial strategies related to insights to managers of online shopping services, especially for e-commerce to be able to develop business networks by paying attention to factors that influence consumer behavior in online shopping, which will impact consumer buying interest Originality/Value: This research gives insight to behavior literature which focus on the Stimuli-Organism-Response (SOR) theory as a review tool for the purchase decision-making process and consumer behavior. In addition, evaluating consumers' online shopping behavior (TikTok Shop) developed a robust online consumer behavior concept on the influence of variables used to measure live shopping behavior in making decisions on consumer purchase intention.

This research aims to analyze the effect of promotion, electronic word of mouth, and perceived security to purchase intention with consumer trust as an intervening variable. This research is quantitative. The data collection method used a questionnaire with a sample of 100 shopee consumers in Padang. The analytical method used is Structural Equation Modeling (SEM) analysis based on Partial Least Square (PLS) with SmartPLS software version 3.3.3. The results showed that Promotion has a positive and significant effect on consumer trust. Electronic word of mouth has a positive and significant effect on consumer trust. Perceived security has a positive and significant effect on consumer trust. Promotion has a positive and significant effect on purchase intention. Electronic word of mouth has a positive and significant effect on purchase intention. Perceived security has a positive and significant effect on purchase intention. Consumer trust has a positive and significant effect onpurchase intention. Promotion through consumer trust has a positive but not significant effect on purchase intention. Electronic word of mouth through consumer trust has a positive but not significant effect on purchase intention. Perceived security through consumer trust has a positive but not significant effect on purchase intention. It means consumer trust is not mediate the influence of promotion, electronic word of mouth, and perceived security on purchase intention

Purpose: The aim of this study was to investigate the antecedents of consumers’ purchase intention toward local dairy products. In doing so, this article delves into the relationships between perceived quality, perceived price, customer satisfaction, brand image, and customer purchase intention in the context of developing countries. Design/methodology/approach: Drawing on the stimulus-organism-response (SOR) framework, the research model was tested using the partial least squares structural equation modeling (PLS-SEM) technique with a questionnaire applied to 731 respondents from Saudi Arabia. Findings: The results showed that perceived quality, consumer satisfaction, and brand image have a positive impact on purchase intention, whereas perceived price could not explain purchase intention. Moreover, consumer satisfaction and brand image appeared to significantly mediate the relationships in the research model. Research limitations/implications: This article studies a specific country and local dairy consumption. One should be careful when generalizing the results to other food and country contexts. Originality/value: This study investigates consumer purchase intention specifically toward local dairy products, which was a matter underexplored in the literature as opposed to studies on a variety of other local products. Moreover, the article contributes to an extension of the SOR framework onto the body of literature regarding local products.

Electronic Word of Mouth (E-WOM) is a form of marketing, where people provide information and make honest recommendations to other people about brands, products and services. E-WOM is a new concept from WOM which provides transparency and easy access to information via the internet. The aims of this research was to determine the role of e-WOM in mediating the influence of social media and brand image on consumer purchase intention on micro, small and medium enterprises (MSMEs). The research respondents were customers of MSMEs culinary sector in Denpasar. The size of respondents were 100 culinary customers, chosen by accidental sampling or the respondents were chosen by chance at the area and was considered appropriate as a information source. Within the survey, there were five choices of scores for each question that can be chosen concurring to the real circumstance felt by the respondent. The data were analyzed with the SmartPLS 3.0. The research revealed social media and brand image has a positive and significant both direct effect as well mediated by E-WOM on customer purchase intention. The results of this research can be as reference for MSMEs that social media, brand image, positive e-WOM are important factors to increased purchase intention.

This study aims to analyze the influence of digital influencers, interaction, and electronic word of mouth on brand image and its implications on consumers' purchase intention for sunscreen products in Indonesia. The background of this study is based on the increasing competition in the skincare industry and the shift in consumer behavior towards digital media. The research method used is a quantitative approach with data collection through questionnaires to sunscreen consumers in Indonesia. The data was analyzed using Structural Equation Modeling with the help of AMOS software to test the relationship between variables. The results showed that digital influencers had a positive effect on consumers purchase intention, interaction and electronic word of mouth had a positive effect on brand image, and Brand Image had a positive effect on consumers purchase intention. The conclusion of this study shows that digital marketing strategies play an important role in building brand image and encouraging consumer purchase intention. The implications of this research are expected to serve as a reference for sunscreen industry players in designing more effective digital marketing strategies, as well as providing recommendations for further research.

Objective - Group-buying is a business model based on the power of collective buying. Consumers with similar product interest come together and obtain a significant volume discount from retailers. Online Group Buying (OGB) is growing rapidly and it has become popular and successful in many countries. However, this area still lacks of research and it is in the early stages of development especially in developing and emerging market. This paper aims to conceptual consumers' purchase intention in online group buying. Methodology/Technique - Through intensive literature review on consumers' purchase intention and online group buying, a set of factors proposed as leading influencers. Findings - Findings of this paper reveal that perceived usefulness, perceived ease of use, price, electronic word of mouth, trust and perceived risk are the main determinants of online group buying. Novelty - This paper propose a framework for conceptualising factors that influence consumer's purchase intention in online group buying. Type of Paper - Conceptual Keywords: Electronic Word of Mouth; Online Group-Buying; Perceived Usefulness; Perceived Ease-of-Use; Price; Trust; Perceived Risk.

PurposeThe purpose of this paper is to investigate how firm-generated content (FGC) impacts consumer brand awareness, brand loyalty and electronic word of mouth (eWOM), and how this, in turn, influences consumer purchase intention.Design/methodology/approachIn order to test this conceptual framework, statistical analysis was carried out employing structural equation modelling.FindingsThe findings indicate that FGC has a positive impact on brand awareness, brand loyalty, eWOM and purchase intention. Furthermore, the results reveal that a link exists between consumer eWOM behaviour and brand awareness and loyalty. This study also demonstrates that company communication through Facebook and Instagram has a positive effect on consumer purchase intention. Finally, it has been shown that, regarding eWOM and purchase intention, FGC posted on Instagram has a greater impact on its users than that posted on Facebook.Originality/valueConsumer purchase intention is increasingly impacted by the growing use of social media by companies and marketers. This changing environment has opened up new challenges. However, there is still much work to be done in understanding the full effects of FGC communication, and how this influences consumer brand perception and purchase intention.

This study was directed towards testing the effect of four social media marketing activities on purchase intention in the fast-food industry. The required data was obtained from several customers of different fast-food restaurants in the United Arab Emirates via a survey method. During data analysis, the partial least squares structural equation modelling was used for checking the reliability as well as validity of research instrument and then verify the proposed hypotheses. The results confirmed the significance of selected social media marketing activities in affecting purchase intention. Particularly, the results showed that interactivity, entertainment, informativeness, and perceived relevance have significant positive effects on consumer purchase intention. These outcomes suggest that marketing practitioners should be regularly engaged in social media advertising activities to create value for customers and influence their purchase behaviours. From a theoretical perspective, this study contributes to the existing literature by testing the role of selected social media marketing features and consumer purchase intention with new insights from a Middle East country owing to the lack of empirical studies on this topic in this region.

This study aims to analyze the impact of market atmosphere and product diversity on consumer purchase intention, with perceived value as a mediating variable, at the newly revitalized Pasar Gembrong Sukasari, Bogor City. Although traditional markets such as Pasar Gembrong Sukasari have fully upgraded their physical facilities, they still encounter competitive challenges and suffer from low consumer purchase intentions, even after revitalization efforts. This study uniquely uses perceived value as a mediating variable to explore the relationship between market atmosphere and product diversity as independent variables and purchase intention as a dependent variable in a revitalized traditional market. Previous studies have shown inconsistent results and rarely integrated all four variables into their analyses. This study addresses this gap by incorporating perceived value. This study, grounded in the Stimulus-Organism-Response (S-O-R) theoretical framework, implemented a quantitative methodology by distributing questionnaires to a purposively selected group of 190 respondents. The collected data were subsequently analyzed using SmartPLS v. 3.2.9 in conjunction with Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that market atmosphere (39.1% influence) and product diversity (53.2% influence) significantly impact perceived value. Perceived value, in turn, exerts the most substantial influence on purchase intention (63.4% influence) and plays a significant mediating role in the relationship between environmental stimuli (market atmosphere and product diversity) and purchase intention. Notably, the direct effect of product diversity on purchase intention was found to be insignificant (p-value > 0.05), highlighting the essential role of perceived value as a full mediator. To sustainably boost consumer purchase intentions, efforts to enhance market atmosphere and product diversity should prioritize creating a positive perceived value in consumers' minds.