ABTRACT

The purpose of the current study is to identify the effect of social media marketing on
consumer purchase intention. The current study investigates the effect of various
dimensions of social media interaction, including brand awareness, brand recall, emotional
involvement, and interactive engagement, on consumer purchase intention. Data were
collected from 90 participants employing a pre-tested questionnaire and described
employing descriptive statistics, correlation analysis, and regression modeling.

The study reveals that although social media has a significantly positive effect on brand
recognition and brand awareness, its effect on purchase intention is moderate. Brand recall
using memory was significantly high among the users; however, brand interaction and
emotional bonding with brands were moderate. Regression analysis revealed that social
media engagement activities are weakly positively influencing purchase intention, and
interactive participation (e.g., contests and polls) only had a statistically significant positive
influence.
The study finds that social media marketing can be leveraged to influence buying behavior
when brands engage consumers with participatory and interactive content. Based on these
results, it is recommended that brands move more toward creating interactive experiences,
personalized messaging, and emotionally engaging content to enable consumer buying
intentions through social media.

INTRODUCTION
In the digital era, the landscape of marketing has undergone a radical transformation, with
social media emerging as a powerful platform for businesses to engage with consumers. The
proliferation of social networking sites such as Facebook, Instagram, X (formerly Twitter),
YouTube, and TikTok has revolutionized the way brands communicate, advertise, and build
relationships with their audiences. These platforms provide businesses with dynamic tools to
reach large and diverse audiences more personally and interactively than traditional media.
As a result, social media marketing (SMM) has become an integral component of modern
marketing strategies, particularly for influencing consumer attitudes and driving purchase
intentions. Consumer purchase intention refers to the likelihood that a consumer will buy a
particular product or service based on various internal and external stimuli. In recent years,
marketers have increasingly turned to social media to shape these intentions through
targeted campaigns, influencer endorsements, user-generated content, real-time
engagement, and personalized advertising. Unlike conventional advertising methods, social
media allows for two-way communication, which fosters trust, transparency, and customer
loyalty. Consequently, consumers are no longer passive recipients of brand messages but
active participants in brand conversations, co-creators of content, and key influencers within
their networks. Social media marketing not only facilitates direct interaction between brands
and consumers but also creates an environment where social proof and peer influence
significantly affect purchasing decisions. For example, product reviews, testimonials, likes,

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shares, and comments all contribute to a perception of popularity and credibility, thereby
influencing potential buyers. Moreover, social media analytics offer brands a deeper
understanding of consumer behaviour, preferences, and trends, enabling them to tailor their
content and campaigns accordingly. This personalized marketing approach often leads to
increased engagement, improved customer experiences, and ultimately, stronger purchase
intentions. The relevance of this topic is further amplified by the global rise in digital
consumption, especially among younger demographics who are highly active on social
media platforms. With the average person spending several hours daily on social networks,
the opportunities for brands to influence consumer decisions have multiplied. However, the
effectiveness of social media marketing in driving actual consumer behaviour—beyond mere
engagement—remains a subject of ongoing research and debate. Factors such as message
credibility, source trustworthiness, content quality, frequency of exposure, and platform-
specific dynamics play crucial roles in determining the extent to which social media
marketing can shape consumer intent. This study seeks to explore the relationship between
social media marketing and consumer purchase intention, focusing on how different aspects
of social media engagement influence the psychological and behavioural processes involved
in purchasing decisions. By analysing the impact of social media content, influencer
marketing, interactive campaigns, and user engagement, this research aims to provide
actionable insights for marketers looking to harness the full potential of social media
platforms. Understanding this relationship is essential for developing effective marketing
strategies that not only capture attention but also convert interest into action in an
increasingly competitive and digital marketplace.

LITERATURE REVIEW
Social media has revolutionized the marketing arena, providing brands with new means of
reaching, connecting, and impacting consumers. As social media platforms such as
Facebook, Instagram, TikTok, and YouTube become part of consumers' daily routines,
scholars have investigated how social media marketing (SMM) drives consumer behavior,
especially purchase intention.

1. Social Media Marketing and Consumer Behavior

Social media marketing refers to the use of social platforms to promote products, build
brand awareness, and engage consumers (Kotler & Keller, 2016). Scholars such as Mangold
and Faulds (2009) emphasized that SMM serves as a hybrid element of the promotion mix,
combining traditional marketing with word-of-mouth dynamics. Studies have shown that
effective SMM increases consumer engagement, brand loyalty, and ultimately leads to
stronger purchase intentions (Chen & Lin, 2019).

2. Content Quality Influence

Content quality and its relevance to what is posted on social media play a major role in
influencing consumer attitudes. Quality, informative, and visually stimulating content has the

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potential to engage user interest and have a positive influence on brand perception (Godey
et al., 2016). Phua et al. (2017) suggest that content relevant to the interests and values of
consumers is more likely to have an influence on their purchase decisions.

3. Influencer Marketing Role

Influencer marketing is one of the most important areas of SMM. Influencers, because of
their perceived credibility and relatability, can influence consumer trust and behavior. A
study by Djafarova and Rushworth (2017) concluded that social media influencers,
particularly micro-influencers, are successful in creating genuine engagement and inspiring
purchase behavior among followers.

4. Brand Image and Trust

Social media sites assist in the creation of a brand image and trust establishment. As cited by
Laroche et al. (2013), consumers who view a brand in a positive light on social media will
tend to trust the brand more and have a positive purchase intention. Brand trust is a
mediator of social media interaction and purchasing behavior by the consumer.

5. Consumer Engagement
Metrics of engagement like likes, shares, comments, and direct messages are relevant
measures of interest from consumers. Hollebeek, Glynn, and Brodie (2014) state that intense
consumer engagement facilitates stronger emotional links with the brand, which comes back
as an increased purchase intent. Active consumer engagement also creates more likelihood
that consumers will spread the word.

6. Demographic Influences
Demographic factors such as age, gender, income, and education influence how consumers
react to social media marketing. Younger consumers, especially Gen Z and millennials,
respond more strongly to SMM because of their digital nativity (Ashley & Tuten, 2015).
Strategy adaptation based on demographic traits can thus be more effective.

7. Gaps in the Literature

Although several studies have investigated the factors of SMM and their impact on
consumer behavior, no comprehensive research has been conducted taking into account the
joint effects of influencer credibility, content quality, brand trust, and consumer engagement
on purchase intention. The majority of studies are also context-based and may not be
generalizable across cultures or industries.

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RATIONALE
In the fast-changing digital era, social media has become a force to be reckoned with as a
powerful marketing tool that can drive consumer behavior. Instagram, Facebook, YouTube,
and TikTok are some of the platforms that have revolutionized how companies engage with
their target market, allowing real-time interaction, customized content, and direct
communication. Since there is this shift, it is important for marketers to understand how
social media marketing (SMM) affects purchase intention among consumers in order to
create effective campaigns that increase sales and foster brand loyalty.

This study is premised on the increasing significance of digital platforms in the decision-
making processes of consumers. Consumers increasingly seek product recommendations,
reviews, influencer views, and promotional material through social media prior to deciding
on purchases. As much as social media is utilized in marketing, there is still a knowledge gap
in terms of understanding how the different SMM elements—such as content quality,
influencer credibility, interactivity, and brand engagement—influence consumer intentions
by demographic and industry.
By investigating the relationship between social media promotional activities and consumer
purchase behavior, this research hopes to deliver important insights to businesses for
maximizing their internet marketing efforts. The research can assist marketers in effectively
distributing resources, creating compelling content, and using social influence for improving
brand perception and trust—ultimately driving higher purchase behavior. In addition, this
research advances academic knowledge by providing a contemporary view of consumer
psychology within the realm of digital marketing.

OBJECTIVES

 To examine the correlation between social media usage (likes, shares, comments,
etc.) and consumers' intent to buy a product or service.
 To assess the impact of social media influencers on consumer trust, brand
perception, and purchase decision.
 To explore how brand image and brand trust generated via social media sites
influence consumer purchase intention.
 To investigate demographic variations (age, sex, income, etc.) in the way consumers
react to social media promotional activities towards purchase intention.
 To offer practical recommendations and insights to marketers on how to create more
potent social media campaigns that influence purchase intention.

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Research Methodology

1. Research Design
This research applies a quantitative design to investigate the connection between consumer
purchase intention and social media marketing. A descriptive and correlational method is
adopted to analyze the impact of content quality, influencer marketing, brand trust, and
social media engagement on purchasing behavior.

2. Data Collection Method

Data is gathered through a structured online survey. The survey has closed-ended and Likert-
scale questions to assess various variables. It is disseminated on social media sites such as
Instagram, Facebook, and LinkedIn to target active social media users.

3. Sampling Method and Sample Size

A non-probability purposive sampling technique is applied to recruit participants who are
regular users of social media and have made buying decisions based on it. The desired
sample size is 80-100 participants so that the findings are statistically significant.

4. Research Instrument
The questionnaire has the following components:
• Demographic information (age, gender, education, income)

• Social media usage behavior

• Social media marketing strategy opinions
• Metrics of consumer engagement, brand trust, and purchase intention
All measurement items are taken from existing research and modified for this study.

5. Data Analysis Techniques

The data is processed with SPSS software. The major techniques are:
•Descriptive statistics (mean, frequency, standard deviation)
•Correlation analysis to test relationships between variables
•Regression analysis to analyze the impact of social media marketing on purchase intention

6. Reliability and Validity

A pilot test is done to verify the questionnaire's reliability and intelligibility.
•The internal consistency is measured through calculation of Cronbach's Alpha.
•Expert review and existing research verify content and construct validity.

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DATA ANALYSIS & INTERPRETATION

LABEL STATEMENT
DV Engaging with a brand online makes me more likely to buy their products.
IV1 I am aware of many brands through social media
IV2 I can easily recall brands I have seen on social media.
IV3 Social media has helped me recognize new brands
IV4 I associate brands I follow on social media with quality.
IV5 Brands that frequently appear on social media stay in my mind.
IV6 I often like, share, or comment on brand posts.
IV7 I enjoy participating in brand-related polls, contests, or Q&As
IV8 I follow brands on social media to stay updated.
IV9 I feel more connected to a brand when it interacts with me on social media.
Table 1: Data for dependent and independent Varaiable

GENDER
Fig1

AGE GROUP
Fig2

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LEVEL OF EDUCATION
Fig3

CURRENT OCCUPATION
Fig4

MONTHLY INCOME
Fig4

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Which social media platforms do you use regularly
Fig5

On average, how many hours per day do you spend on social media
Fig6

How often do you come across product or brand advertisements on

social media
Fig7

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 Descriptive Statistics
Mean Std. Deviation N

DV 3.54 1.103 90

IV1 3.90 .984 90

IV2 3.82 1.023 90

IV3 4.07 .909 90

IV4 3.49 1.052 90

IV5 3.59 1.121 90

IV6 2.88 1.279 90

IV7 3.09 1.312 90

IV8 3.21 1.285 90

IV9 3.38 1.137 90

Table 2

Brand Awareness through Social Media: Statements like IV1 (mean = 3.90) and IV3 (mean =
4.07) indicate that participants are generally aware of brands and recognize new brands
through social media — these items have some of the highest average scores.
Impact on Purchase Behavior: The dependent variable (DV) — "engaging with a brand
online makes me more likely to buy" — has a mean of 3.54, indicating a moderate influence
of social media engagement on purchasing intentions.
Interaction Activities: Items related to active participation like IV6 (liking, sharing,
commenting) and IV8 (following brands for updates) have lower means (2.88 and 3.21
respectively), indicating users are less engaged in interactive activities despite brand
awareness.
Memory Recall vs Emotional Connection: People recall brands they’ve seen (IV2 mean =
3.82), but feel less emotionally connected when brands interact with them (IV9 mean =
3.38). Memory recall is strong, while emotional bonding is moderate.
Response Variation: Standard deviations range from around 0.9 to 1.3, indicating individual
differences in how people perceive and engage with brands on social media.

Model Summary
Model R R Square Change Statistics

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 Adjusted R Std. Error of the R Square F Change df1
Square Estimate Change

1 .360a .129 .032 1.086 .129 1.322 9

Table3

Low to Moderate Relationship: The R value is 0.360, indicating a positive but weak
correlation between the independent variables (IV1–IV9) and the dependent variable (DV).
Explained Variance is Small: The R Square value is 0.129, showing that approximately 12.9%
of the variation in purchase likelihood (DV) can be explained by the social media
engagement variables (IVs).
Adjusted R Square is Lower: After adjusting for the number of predictors, the Adjusted R
Square drops to 0.032 (or 3.2%), indicating that the model might not generalize well to the
broader population.
Prediction Accuracy: The standard error of the estimate is 1.086, which indicates the
average deviation of actual responses from the predicted values on a 5-point scale.
Model's Overall Significance: The F-change value is 1.322 with 9 degrees of freedom,
suggesting that the model improvement over no model (having no predictors) is not strong.

ANOVAa
Model Sum of Squares df Mean Square F Sig.

Regression 14.022 9 1.558 1.322 .239b

1 Residual 94.300 80 1.179

Total 108.322 89

Table4

Model Assessment: The p-value (Sig.) is 0.239, which is greater than 0.05. This indicates that
the overall model does not show statistical significance; the independent variables (IV1–IV9)
do not collectively predict the dependent variable (DV) effectively.
F-Statistic Evaluation: The F value is 1.322, suggesting that the variation explained by the
model is only slightly higher than the unexplained variation (error).
Variance Explanation: The Regression Sum of Squares is 14.022, whereas the Residual Sum
of Squares is significantly larger at 94.300, indicating that a substantial portion of the
variation remains unexplained by the predictors.

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Mean Square Comparison: The Mean Square for Regression (1.558) and for Residual (1.179)
are similar, indicating that the model does not explain considerably more than the error
alone.

Coefficientsa
Model Unstandardized Coefficients Standardized t Sig.
Coefficients

B Std. Error Beta

(Constant) 3.102 .638 4.865 .000

IV1 .182 .172 .163 1.062 .291

IV2 -.122 .162 -.113 -.753 .454

IV3 .033 .164 .027 .201 .841

IV4 -.190 .142 -.181 -1.340 .184

1
IV5 -.076 .163 -.078 -.469 .640

IV6 -.137 .145 -.159 -.946 .347

IV7 .398 .146 .474 2.729 .008

IV8 -.104 .144 -.121 -.723 .472

IV9 .147 .166 .152 .888 .377

Table5

IV7 is Significant: Only IV7 ("I enjoy participating in brand-related polls, contests, or Q&As")
has a significant p-value (Sig. = 0.008), positively affecting the dependent variable (DV).
Other Variables Not Significant: IV1, IV2, IV3, IV4, IV5, IV6, IV8, and IV9 have p-values over
0.05, not contributing significantly to purchase likelihood.
Effects of IVs:
Positive coefficients (IV1, IV3, IV7, IV9) increase purchase likelihood.

Negative coefficients (IV2, IV4, IV5, IV6, IV8) decrease it but are not statistically significant.
Constant is Significant: The intercept value is 3.102 with a highly significant p-value (p =
0.000), indicating an average purchase tendency of 3.1 without any IVs.

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STATEMENT OF FINDING AND RECOMMENDATION
The research identified that social media interaction has a moderate influence on
consumers' purchase intention, whereby respondents showed high brand awareness (Mean
of IV1 = 3.90) and new brand recognition (Mean of IV3 = 4.07). However, actual interaction
activities of liking, sharing, or commenting on brand news were very low (Mean of IV6 =
2.88). Although consumers recall brands watched on social media very well (Mean of IV2 =
3.82), the affective bonding with brands through interactions was only moderate (Mean of
IV9 = 3.38).

Statistical analysis indicated weak positive relationship (R = 0.360) between purchase

intention and social media interaction, and the overall model significance was low (p =
0.239). The only significant predictor of purchase intention was engagement in interactive
brand activities like contests and polls (IV7) (p = 0.008).

According to these findings, the following are recommended:

 Brands must put priority on interactive content like contests, polls, and Q&A in a bid
to achieve higher consumer engagement and buy probability.
 We must work on establishing emotional connections through one-on-one
interactions and meaningful contact.
 Companies must increase consumer interaction by giving incentives for activities like
commenting and sharing.
 A multi-layered entertainment, information, and promotion content strategy is
proposed to maintain interest and stimulate deeper involvement.
 Brands must optimize targeting and personalization to deliver more relevant and
engaging messages.
 Future research should incorporate other variables such as trust, influencer power,
and customer satisfaction to explain a stronger purchase intention.

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LIMITATION

Small Sample Size:

The study was based on the response of only 90 people, and it may not be sufficient
to generalize findings to the entire population.

Limited Demographic Diversity:

The demographics of the respondents (age, education, occupation, income) were not
highly diversified, and this could have affected the findings.

Self-Reported Data:
The results are based on self-reported attitudes and behavior, which may be
influenced by biases like exaggeration or social desirability.

Particular Emphasis on Social Media Activities:

The research was mostly on engagement behaviors like liking, sharing, and following
but not on other strong drivers like influencer marketing, paid advertising, or brand
loyalty programs.

Weak Model Significance:

The explanatory power of the statistical model was weak (R² = 12.9%) and was not
significant (p > 0.05), indicating that other drivers of purchasing intention were not
explained.

Cross-Sectional Design:
The study was a one-time survey, so it is not indicative of trends in consumer
behavior over time.

Platform Bias:
Though the survey inquired about several social media sites, the analysis didn't break
down platform-specific behavior (i.e., Facebook and Instagram). Focused Behavioral
Observation: The research was not capturing the actual buying habits but only at the
level of intentions, and intentions do not always convert to actual buying.

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 REFERENCE

 Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in
marketing: A review and analysis of the existing literature. Telematics and
Informatics, 34(7), 1177-1190.

 Duffett, R. G. (2017). Influence of social media marketing communications on young

consumers’ attitudes. Young Consumers, 18(1), 19-39.

 Hajli, M. N. (2014). A study of the impact of social media on consumers. International

Journal of Market Research, 56(3), 387-404.

 Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and
opportunities of social media. Business Horizons, 53(1), 59-68.

 Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the
promotion mix. Business Horizons, 52(4), 357-365.

 Schivinski, B., & Dabrowski, D. (2016). The effect of social media communication on
consumer perceptions of brands. Journal of Marketing Communications, 22(2), 189-
214.

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 ANEXURE

QUESTIONAIRE
Demographic Information
Q1 Gender

 Male
 Female
 Other
Q2 Age

 Below 18
 18 – 24
 25 – 34
 35 – 44
 45 – 54
 55+
Q3 Education Level

 High School or below

 Diploma
 Bachelor’s Degree
 Master’s Degree
 Doctorate
Q4 Occupation

 Student
 Employed (Private Sector)
 Employed (Public Sector)
 Self-employed
 Unemployed
 Retired
Q5 Monthly Income

 Less than 25000

 25000-50000
 50000-83000
 83000-125000
 More than 125000

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 Social Media Usage Behavior

Q1 Which social media platforms do you use regularly? (Tick all that apply)

 Facebook
 Instagram
 Twitter/X
 TikTok
 YouTube
 Snapchat
 LinkedIn
 Others (Please specify): ____________
Q2 On average, how many hours per day do you spend on social media?

 Less than 1 hour

 1–2 hours
 2–4 hours
 More than 4 hour
Q3 How often do you come across product or brand advertisements on social media?

 Rarely
 Occasionally
 Frequently
 Very frequently

Brand Awareness & Customer Engagement

Q1 I am aware of many brands through social media.

1. Strongly Disagree
2. Disagree
3. Neutral
4. Agree
5. Strongly Agree
Q2 I can easily recall brands I have seen on social media.

1. Strongly Disagree
2. Disagree
3. Neutral
4. Agree
5. Strongly Agree
Q3 Social media has helped me recognize new brands.

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 1. Strongly Disagree
2. Disagree
3. Neutral
4. Agree
5. Strongly Agree

Q4 I associate brands I follow on social media with quality.

1. Strongly Disagree
2. Disagree
3. Neutral
4. Agree
5. Strongly Agree

Q5 Brands that frequently appear on social media stay in my mind.

1. Strongly Disagree
2. Disagree
3. Neutral
4. Agree
5. Strongly Agree
Q6 I often like, share, or comment on brand posts.

1. Strongly Disagree
2. Disagree
3. Neutral
4. Agree
5. Strongly Agree
Q7 I enjoy participating in brand-related polls, contests, or Q&As
1. Strongly Disagree
2. Disagree
3. Neutral
4. Agree
5. Strongly Agree
Q8 I follow brands on social media to stay updated.
1. Strongly Disagree
2. Disagree
3. Neutral
4. Agree
5. Strongly Agree
Q9 I feel more connected to a brand when it interacts with me on social media.
1. Strongly Disagree
2. Disagree

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 3. Neutral
4. Agree
5. Strongly Agree
Q10 Engaging with a brand online makes me more likely to buy their products.
1. Strongly Disagree
2. Disagree
3. Neutral
4. Agree
5. Strongly Agree

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