Are Social Media-Based Marketing Strategies the New Mechanisms for Attracting Consumers? A Quantitative Method-Based Approach

Abstract

This research used a quantitative approach to explore the impact of social media marketing on consumer purchase intention. Due to the technological development of social media platforms in the recent past, as well as the addition of several functionalities to these platforms, the way that consumers and firms engage has changed dramatically in the current competitive market. To understand the influence of social media marketing and the important role of influencer marketing in consumer purchase intention, a cross-sectional analysis was performed. Data from 210 participants were used for this study. Furthermore, a comprehensive and critical analysis of the existing research on social media marketing was also undertaken. The results reveal that there is a significant positive relationship between social media marketing and purchase intention.

Keywords

• social media marketing
• social networking service
• purchase intention
• quantitative method
• influencer marketing