The Influence of Social Media Marketing Activities on Purchase Intention: A Study of the E-Commerce Industry

Document Type : Research Paper

Authors

1 Universiti Kuala Lumpur Business School, 54000 Jalan Gurney Kuala Lumpur, Malaysia.

2 Associate Professor, Universiti Kuala Lumpur Business School, 54000 Jalan Gurney Kuala Lumpur, Malaysia.

3 Senior Lecturer, Universiti Kuala Lumpur Business School, 54000 Jalan Gurney Kuala Lumpur, Malaysia.

Abstract

This paper sought to examine the impact of perceived Social Media Marketing Activities (SMMAs) on customer purchase intention via brand awareness in an online context. An online questionnaire was used to collect data from 188 samples. The data were analyzed using the structural equation modeling approach, and the research hypotheses were examined using SEM. The study measured SMMAs through personalization, customer community, and live video. The results revealed that SMMAs were insignificant towards brand awareness and purchase intention. The result also stated that brand awareness does not mediate the relationship between SMMA and purchase intention. However, brand awareness was found to affect purchase intention positively. The current study introduces the stimulus–organism–response model as a theoretical support to examine SMMAs of e-commerce to customers' purchase intention via brand awareness.

Keywords

References

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Journal of Information Technology Management
Volume 16, Issue 1
2024
Pages 201-216

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