Published Online:March 2025
Product Name:The IUP Journal of Brand Management
Product Type:Article
Product Code:IJBRM020325
DOI:10.71329/IUPJBRM/2025.22.1.45-61
Author Name:Anupam Karmakar and Kiran Mishra
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:45-61
Social media platforms aid the marketing departments of organizations in developing strong connections and engagements with their target market. These social media encounters enable companies to ascertain the demands of the customers and cater their offerings accordingly. Therefore, a company’s social media channels need to be able to entice customers and integrate them with the operation of the business to generate greater revenue and stronger brand. The paper explores how consumers’ purchase intention (PI) and social media marketing (SMM) are mediated by brand awareness (BA) and brand engagement (BE). The study employed Google Forms to gather data from a sample of 380 participants. SEM approach was used to verify the proposed framework and hypotheses. The findings demonstrated that SMM significantly affects customers’ PI, and the relationship between SMM and PI is partially mediated by BE, but BA has no mediation effect. The findings provide entrepreneurs with information essential to create SMM plans that work for their potential customers.
In today’s extremely challenging global marketplace, organizations strive to improve marketing efficiency by identifying emerging marketing trends linked to business profitability. Social network advertising campaigns on platforms such as Facebook, Instagram and Snapchat are considered one of the tools used to promote business products,