Abstract
This paper examines the effect on consumer-purchase intentions of social media marketing components, including entertainment, engagement, eWOM, and trendiness. The study was conducted among Chinese consumers who have social media account and are aware of the effects of social media marketing on consumer purchase intentions. Data collected data from 260 experienced social media users in Beijing and Shanghai. We used structural equation modeling (SEM) to evaluate the connections with SMM components, customer brand engagement, and purchasing intention. The findings demonstrate that interaction, entertainment, eWOM, and trendiness are core factors that specifically affect customer brand interest and purchasing intention. Social Media is a marketing medium in sharing brand intention. However, it remains to be seen how appropriate these components are for these purposes -related knowledge and its function to enhance customer brand engagement and purchasing. This research contributes to the development of a model that will aid practitioners and researchers in evaluating and explaining the impact of SMM on Consumer Purchase Intention in China.
Highlights
Consumer-brand engagement (CBE) is a marketing research zone that draws considerable attention. (Hollebeek et al, 2019; Harmeling et al, 2017 Keller et al, 2016)
Reliability and Validity Regarding the potential interactions between the diverse variables and their impacts on the eWOM client in the We Chat context, the validity of the measurements was validated using structural equation modeling (SEM), which is tested in 2 phases: confirmatory factor analysis (CFA) hypotheses analysis
Constructions demonstrated durability of (a) alpha coefficient estimates varying from 0.76-0.93, well above the 0.70 threshold values. (Hair, Black, Babin, Anderson, and Tatham, 1998), (b) composite reliability (CR) estimates exceeding the recommended 0.70 thresholds for all constructs and (c) average variance extracted (AVE) exceeding the recommended 0.50 threshold (Fornell and Lacker, 1981; Hair et al, 1998; Nunnally, 1978)
Summary
Consumer-brand engagement (CBE) is a marketing research zone that draws considerable attention. (Hollebeek et al, 2019; Harmeling et al, 2017 Keller et al, 2016). Consumer-brand engagement (CBE) is a marketing research zone that draws considerable attention. Defined as "consumers' brand-related cognitive, emotional and behavioral activity connected to focal brand interactions" Consumer engagement focuses on psychological states that consumers experience as a result of their interactions with the product, organization, and other consumers (Foroudi et al, 2014; Hollebeek et al, 2014). Consumer engagement has received high volume attention as a new idea in latest information systems and marketing studies. The degree of engagement differs Even though customers receive the same benefits from the brand or culture, (Brodie et al, 2013 Foroudi et al, 2014). Consumer engagement research that considers consumers' psychological experiences with SMM help us better understand the factors that stimulus consumer engagement in SMM and online purchasing intention
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
