The impact of social media advertising on purchase intention: the mediation role of consumer brand engagement. (12th October 2021)

• Record Type: Journal Article
• Authors: Supotthamjaree, Weeraporn; Srinaruewan, Preeda
• Is Part Of: International journal of internet marketing and advertising. Volume 15:Number 5/6(2021)
• Page Start: 498
• Page End: 526
• Publication Date: 2021-10-12
• Subjects: social media advertising -- brand loyalty -- purchase intention -- advertising -- consumer brand engagement -- CBE; Internet marketing -- Periodicals; Internet advertising -- Periodicals; 658.872
• Languages: English
• ISSNs: 1477-5212

Abstract

This study aims to investigate the impact of social media advertising on purchase intention by analysing the mediating role of consumer brand engagement (CBE). From the literature review, there are two issues that gain more attention from current marketing researchers. First, different factors are used as advertising elements in the context of social media. Second, CBE uses different concepts, definitions, and measurement dimensions. The study deployed an exploratory sequential mixed-methods design. Data collected from a sample of 560 Thai people engaged with social media advertising, were analysed using structural equation modelling (SEM). The findings suggest that social media advertising consisting of credibility, informativeness, entertainment, and information access affects CBE (measured as a second-order construct) and purchase intention. Additionally, CBE affects brand loyalty and purchase intention. In addition, it is found that CBE fully mediates the relationship between social media advertising and purchase intention.