Exploring the Impact of Social Media Marketing on Consumers' Purchase Intentions: The Role of Brand Loyalty and eWOM

Abstract

This research examines the impact of SMM, commitment to a brand, and electronic referrals (eWOM) on intent of customers to buy. The research aims to explore the relationships between these factors and their implications for businesses and marketers. The research employs a quantitative methodology and gathers information via surveys administered to a subset of consumers.  The variables of SMM, commitment to a brand, eWOM, and intent of customers to buy are measured using established scales. Data analysis techniques, including regression analysis and correlation analysis, are employed to examine the relationships and determine the strength of associations. The findings highlight the major influence of SMM on users' buying intent. Efficient tactics for leveraging social media marketing, constitute found to positively influence consumers' intention to purchase. Furthermore, the study underscores the significance of building and maintaining brand loyalty. The likelihood of a consumer making a purchase decision is increased for companies that continuously provide high-quality goods, outstanding service, and unique experiences. Additionally, eWOM emerges as a crucial factor shaping consumers' purchase intention. Positive eWOM, including online reviews and recommendations, plays a dynamic role in building trust and confidence, leading to increased purchase intention. Nevertheless, it's crucial to take into account the study's constraints such as sample bias and the reliance on self-reported data. Future research should employ longitudinal designs, experimental approaches, and comparative studies to enhance the understanding of these relationships. Additionally, exploring qualitative methods, cross-cultural differences, and the impact of emerging technologies can provide further insights into the impact of social media marketing, brand loyalty, and electronic word-of-mouth (eWOM) on consumers' intent to purchase. The implications of this research suggest that businesses should prioritize social media marketing, foster brand loyalty, and leverage positive eWOM to influence consumers' purchase intention. By understanding and effectively utilizing these factors, businesses can enhance their marketing strategies, build strong customer relationships, and drive sales growth in the digital landscape.