A Study of Relationships between Social Media Marketing, EWOM and Brand Loyalty towards Repurchase Intention of Smartphones in China

Abstract

As with the growth of social media marketing, conventional marketing tactics have increasingly been abandoned, and customer purchasing behaviours have transformed as well. Social media marketing techniques are founded on social media platforms where consumers actively seek information about a product or service and the opinions of other consumers before making a purchasing decision. The sharing of brands, product reviews, and user experiences is a component of e-WOM, or electronic word of mouth, in which information is transmitted and received via the Internet. Electronic word-of-mouth and social media marketing will have an effect on brand loyalty and, eventually, on consumers' purchase intentions. The purpose of this study is to examine the impact of social media marketing, brand loyalty, and electronic word-of-mouth on customers' purchase intentions, using the purchase of a mobile smart phone as an example. 200 questionnaires will be collected in Guangzhou at the conclusion of the study. Five alternative theories are advanced and examined. The findings indicate that social media marketing, brand loyalty, and electronic word of mouth all have a significant impact on customer behaviours that result in buy or repurchase intentions. These findings imply that social media marketing should place a premium on positive word of mouth, generating a favourable impression, and promoting consumer involvement in order to foster brand loyalty.