Electronic Word Of Mouth Research Articles

The Effect of Personal Selling, Social Media Advertising and Sales Promotion on Purchasing Decision

Telkomsel Orbit is a product that provides an internet network that can be used anytime and anywhere, thereby attracting consumer interest. The company continues to market and develop this product so that it can continue to compete with other similar products, including by implementing several marketing methods which will be studied in this research. This study seeks to examine the impact of the independent variables, namely (X1) Personal Selling, (X2) Social Media Marketing and (X3) Sales Promotion on the dependent variable (Y1) Purchasing Decisions. This study uses quantitative data collected based on filling out questionnaires carried out by 330 respondents who are users of Telkomsel Orbit products in the Central Sumatra Region. Sampling was carried out by purposive sampling. Data analysis was conducted using Structural Equation Modeling (SEM) techniques via the SmartPLS application. Statistical results show that the independent variables, such specifically as (X1) Personal Selling, (X2) Social Media Marketing and (X3) Sales Promotion have a positive and substantial effect on the dependent variable (Y1) Purchase Decision resulting in an R-Square featuring the value of 0.267 or 26.7%. The Telkomsel Orbit marketing team is expected to continue to improve and evaluate the application of personal selling, social media marketing and sales promotions to influence consumer decisions in choosing Telkomsel Orbit products. The application of personal selling is considered the most effective in this research, so it is hoped that optimization of human resources and abilities in forming relationships with consumers will continue to be carried out. Likewise, sales promotions must be carried out more massively to be able to continue to compete with other competitors, because the best and most attractive price offers or sales promotion methods will be superior in influencing purchasing decisions. Meanwhile, social media marketing continues to be optimized, especially facing the digital world, where information is disseminated via the internet or social media, so content is needed with information content that can attract consumer interest in products.

A Study on the Impact of Social Media Platforms on Online Retail Performance

This study examines the impact of social media platforms (SMPs) on Vietnamese retailers' online retail performance by inheriting factors from previous research models including: (i) Model of factors affecting behavioral intention of using SMPs include factors such as Functional Expectancy, Hedonic Motivation, Habit, Perceived Relationship; (ii) Model of factors affecting online retail performance includes factors such as Social Media Marketing Passive Approach, Social Media Marketing Active Approach, Social Media Marketing Engagement Approaches, Electronic Word-of-Mouth. At the same time, this study adds other factors such as Platform Usability, User Autonomy, Influencer Marketing to establish a research model. This study results show that Hedonic Motivation, Habits, Use Proficiently, Perceived Relationship have a positive impact on Behavioral Intention. The study results also show that Behavioral Intention, Social Media Marketing Active Approach have a positive impact on Behavioral Intention, and Platform Usability has a negative impact on Retail Performance. These findings have some important implications. It is proposed that retailers, stakeholders, managers and SMPs provider identify the factors that affect SMPs on the online retail performance of Vietnamese retailers.

Role of social media and library marketing in Indian universities

Purpose Social media marketing (SMM) denotes attaining website traffic or attention through social media platforms. The paper aims to focus on examining the viewpoint of library professionals from different universities along with the user respondents from different disciplines and universities on the role of social media tools to market university libraries. Design/methodology/approach It is a survey-based study that used the questionnaire as its chief data collection instrument designed to be administered to library professionals (n = 100) and users (n = 1,189) from eight universities. The study also adopted the general observation and interview methods to supplement the data. The data was analyzed using SPSS software, and Chi-square test and ANOVA were applied to ascertain the significant variations in viewpoints of the library professionals and the users. Findings The research study showed that library professionals (from different universities) and users (from different disciplines and universities) felt that social media could be an appropriate marketing tool for libraries in the future. Observations during data collection highlighted a lack of confidence and unwillingness among library professionals to implement any changes in the present time. Practical implications The present study provides some significant insights for improving the current situation of the libraries under study in terms of increasing awareness among the students and adopt social media tools for marketing of library facilities and services in future. It is important to note that a few issues that came into light during data collection were a marked lack of willingness and prevalence of less confidence among the library professionals to execute or implement the social media tools to market library resources and services among the users. Originality/value SMM programs focus on creating content that attracts attention and encourages readers to use it. This study attempts to fill the gap in of marketing in libraries through social media. The paper offers insights into the use of marketing tools for promoting library resources and services as per the needs of library users. The research work differs from other studies undertaken on library marketing related to social media as it has included both library professionals and users together to obtain a better picture in this regard.

Real-Time Exposure to Negative News Media and Suicidal Ideation Intensity Among LGBTQ+ Young Adults

With a recent surge in anti-lesbian, gay, bisexual, transgender, or queer (LGBTQ+) policies and associated news and media coverage, there is a need to study the association of LGBTQ+ focused news or media exposure and short-term changes in suicidal ideation (SI) among LGBTQ+ youth. To examine within-person direct and indirect associations between exposure to general and LGBTQ+ negative news or media and SI intensity through expectations of rejection. This intensive longitudinal cohort study used a smartphone-based ecological momentary assessment (EMA) protocol wherein participants responded to EMAs 3 times per day for 28 consecutive days. Young adults aged 18 to 24 years who self-identified as LGBTQ+, resided in Tennessee, and had past-year SI and at least mild depression (defined as a score ≥5 on the Patient Health Questionnaire-9) were eligible for inclusion. Participants were recruited through social media advertisements, LGBTQ+ community organizations, and mental and behavioral health clinics. Participants were recruited between March 30, 2023, and August 23, 2023, and data analyses were conducted from August 28, 2023, through April 20, 2024. At each EMA, participants reported on recent exposure to negative news or media. A 3-level categorical exposure variable denoted (1) no news or media exposure (reference); (2) exposure to general negative news or media; and (3) exposure to LGBTQ+ negative news or media. Each EMA also assessed expectations of rejection due to LGBTQ+ identity on a scale of 0 (not at all) through 10 (very much). Three primary outcomes assessed current (ie, "right now") intensity of active SI, passive SI, and self-harm ideation, each measured on a scale from 0 (not at all) to 10 (very strong). Multilevel modeling approaches were used to account for the hierarchical structure of EMA data, with assessments (level 1) nested within people (level 2). Linear mixed models and multilevel mediation models were used to examine within-person associations between exposure to negative news or media and the 3 primary outcomes, as well as the mediating role of expectations of rejection. Of 31 total participants, 22 were assigned female sex at birth (71%), and 16 (52%) self-identified as transgender or gender diverse. The median (IQR) participant age was 21 (18-22) years, and a total of 2189 EMAs were completed, with a median (range) compliance of 90.5% (41.7%-100%). At the within-person level, recent exposure to LGBTQ+ negative news or media was significantly associated with increased active SI (estimate [b], 0.14; 95% CI, 0.04-0.25; P = .009), passive SI (b, 0.23; 95% CI, 0.04-0.41; P = .02), and self-harm ideation (b, 0.13; 95% CI, 0.02-0.23; P = .02). No statistically significant associations were detected for exposure to general negative news or media. In multilevel mediation models, heightened expectations of rejection explained some of the total effect of exposure to LGBTQ+ negative news or media on active SI (23%) and passive SI (37%). This intensive longitudinal cohort study found that SI intensity modestly increased in the hours immediately following exposure to LGBTQ+ negative news or media among LGBTQ+ young adults. These findings have timely implications for research and intervention, particularly within sociopolitical and geographic contexts where news or media coverage about LGBTQ+ topics is intensified.

The influence of CSR, social media marketing and store environment on customer purchase intention of cosmetic products

Today's world of intense competition and shifting business practices has led to a huge increase in both client demand and retailer power. For producers to survive and prosper, a long-lasting relationship with consumers is essential. The cosmetics industry in China has experienced remarkable growth in recent years. After the US, the nation ranked as the second-largest cosmetics market globally in 2020. Therefore, the goal of this study is to look into the variables that influence Chinese customers' intentions to purchase cosmetics products in relation to CSR, social media marketing and store environment. Primary data was collected using questionnaires from 220 consumers from multiple cosmetics department stores located in Otto Retail Store in Chengdu, China. The findings derived from the Pearson Correlation Coefficients demonstrate a statistically significant positive association between three variables: CSR, social media marketing and store environment on customer’s purchase intention of cosmetic products at Otto Retail Store, Chengdu, China. The results demonstrate a statistically significant and positive relationship between all three factors on customer’s purchase intention of cosmetic products and are highly significant at 1% level. Store environment has the highest correlation with customer’s purchase intention of cosmetic products (r=0.610, p<0.01), followed by social media marketing (r=0.567, p<0.01) and CSR (r=0.532, p<0.01). Results of regression analysis have been used to test all the hypothesis to ascertain the extent of relationship with the variables that measures factors affecting customer’s purchase intention. All the three independent variables showed significant positive relationship with customer’s purchase intention with p<0.005.

Analysing the Correlation between Social Media Marketing and Consumer Purchase Behaviour

This study analysis of social media marketing includes use of platforms to communicate with consumers, promote items, and influence their decisions. The process by which customers choose which products or services to purchase is known as consumer purchase behaviour. Data was provided for this study, which observed exactly how social media marketing distresses customer buying behaviour, by consuming 350 participants, 150 marketers, and 200 customers. It is understood that many social media marketing features distress and unfair customer decisions. Hypotheses remained established to observe the relationships between commitment to social media marketing content, frequency of commercials, influencer content, and various social media platforms with consumer purchase behavior. Using SPSS logistic and linear regression analyses remained engaged to evaluate these relationships. Results expose that arrangement with social media marketing comfortable and influencer content positively moves buying behaviour. Linear regression analysis verifies these outcomes, proving the power of these relationships and the importance the effect of standard buying behavior. As that, the study delivers proposals concerning the way to use social media marketing approaches to increase consumer appointment and sales. Based on these insights, the study recommends optimizing social media marketing techniques to maximize customer interaction and improve financial outcomes.

Examining the Influence of Digital Media Marketing on Consumer Purchase Intentions

Digital marketing tactics, such as social media advertisements and online promotions, have an impact on customers' propensity to make purchases, influencing their purchasing decisions and behaviors. The effect of digital media marketing on consumers' intentions to purchase, is the term used to describe this phenomenon. Digital media marketing tactics have a problem that they can't take into consideration the variety of customer behaviors, which could result in generalized findings that are not applicable to certain market personal preferences. Randomly collected 180 participants for this study to find the impact of digital media marketing on customer buying intentions, and randomly questionnaires were collected. There are some factors depicted in this study that Consumer Purchase Intension (CPI) is a dependent variable, and independent variables such as Perceived Relevance (PR), Frequency of Exposure (FE), Content Quality (CQ), Platform Trust (PT), and Social Proof (SP). Digital media marketing's effect on consumers' ability to make purchases is investigated using statistical analysis using PLS-SEM, CFA, reliability, and Cronbach's alpha. The results of this investigation indicate a strong connection between CPI and digital media marketing and with reliable structures and believable models, it has successfully influenced consumer behavior and decision-making processes.

The Digital Echo: The Influence of Digital Marketing Channels on Brand Awareness and Consumer Purchase Decisions

This study explore the impact of the digital marketing strategies ( Social Media Marketing, Email Marketing, Content Marketing and Online Advertising) on brand awareness while investigating to what extent does this resulting effect subsequent affects consumer purchase decisions. Understanding these relationships can allow businesses to tailor their marketing programs to produce higher brand visibility and an increased flow of consumers. The study employed quantitative research design and data was collected using online survey questionnaire from 265 respondents. Data analysis was performed using SmartPls software. The results of the study suggest that Social Media Marketing, Email Marketing, Content marketing and Online Advertising all have positive relationship in designed model with brand awareness. Moreover, the research demonstrates that consumers are more likely to purchase based on brand recognition. This study found strong relationships between social media, email, content, online advertising, brand awareness, and purchasing decisions. Brand awareness increases purchasing intention and consumer loyalty. A personalized and integrated digital marketing strategy is needed since different digital marketing channels have different effects on brand awareness and buying decisions. This study adds to the literature by showing how digital marketing methods affect brand awareness and purchasing decisions. This study helps marketers optimize their digital marketing strategies and improve brand performance in the digital age by explaining the complex relationship between digital marketing and customer behavior. It also emphasizes the need for a comprehensive strategy to digital marketing, since digital channels influence consumer perceptions and buying behavior.

Pola Promosi Destinasi Wisata Nusantara Melalui Words Of Mouth Marketing Dalam Akun Instagram Spektakel.id

This research aims to know the pattern of promotion of tourist destinations the archipelago through word of mouth marketing in social media. The use of Social Media in tourism is that can not terelakan again, even large countries tourism has account Instagram for branding, it describes that the effect social media for tourism branding so powerful. This encourages the birth of account instagram @spektakel.id. Word of Mouth Marketing is very important to introduce a brand to be discussed positively by the market being a target. The methods used in this research is qualitative, descriptive methods. The study also uses interviews with resource Admin account Instagram @spektakel.id, Word of Mouth Marketing expert and one of the followers. Elements of Word of Mouth Marketing that is used in this research was the talker, topic, tools, take a part, track and timing. Based on the results of research and discussion, Based on the results of research and discussion, it can be known that word of mouth marketing strategies used by account Instagram @spektakel.id managed to get people interested to follow the account of these and become Instagram talks by people a lot more and make known the archipelago and tourist destinations and crowded.

Order-sensitive competitive revenue maximization for viral marketing in social networks

The Competitive Influence Maximization (CIM) problem is a critical issue in viral marketing, focusing on selecting a set of influential individuals, known as seed users, for competitors to maximize their revenue. These seed users have significant sway in social networks and serve as valuable marketing resources provided by the platform. They are often displayed in a certain order launched by the platform and the potential information hidden in the order can profoundly affect the final marketing outcomes. However, current CIM research predominantly emphasizes designing effective algorithms for seed selection while ignoring the impact of the seed order launched by the platform. Therefore, this paper focuses on identifying the optimal seed order to maximize platform revenue in a competitive market environment. Specifically, we introduce a new problem called Order-Sensitive Competitive Revenue Maximization (OSCRM) to investigate the CIM problem from a new practical perspective. We prove the problem to be NP-hard and present a simple greedy algorithm with a 1/3-approximate ratio. To address it more efficiently, we further propose an enhanced greedy algorithm called GMST. This algorithm leverages the maximum spanning tree (MST) and achieves a 1/2-approximate ratio. Extensive experiments on four real-world datasets demonstrate the effectiveness of our proposed GMST algorithm.

Driving eco‐friendly product purchases through social media: How does peer influence work?

AbstractSocial media platforms expose individuals to both peer and marketer influences. While these influences have garnered significant research attention regarding their impact on consumer behaviors, the findings have been a subject of debate. This research examines how peer influence from user‐generated content (UGC) differs from marketer influence from marketer‐generated content (MGC) in its effect on consumers' eco‐friendly product (EFP) purchases and how peer influence takes place. Study 1 uses online field data from an e‐commerce company and suggests that peer influence is associated with more sales, whereas there is no empirical evidence to support a similar effect for marketer influence. Utilizing online survey data collected from social media users, Study 2 further reveals that informational and normative peer influences significantly increase consumers' purchase intention via environmental self‐efficacy and positive moral emotion. Notably, tie strength with the influencing peer plays a crucial role in moderating the relationship between different peer influences, the mediators, and the mediation paths. Our research advances knowledge of peer influence on EFP consumer behaviors, extends the UGC literature through the lens of peer influence and tie strength, and offers practical implications for social media marketers and policymakers promoting eco‐friendly products.

The Influence of Social Media Marketing and Egoistic Motivation on Purchase Intention through Green Attitude as A Moderating Variable in Organic Beverage Consumers

This research discusses the influence of social media marketing and egoistic motivation on purchase intention through green attitude as a moderating variable in organic beverage consumers. Data for this research were collected using a quantitative approach with a questionnaire method. The data used were primary data from the responses of 200 organic beverage consumers in the Special Region of Yogyakarta selected through purposive sampling. Data collection was measured using a Likert scale and then analyzed using PLS in SMART PLS 3.0 software. The results of the study indicate that 1) Social Media Marketing directly and significant influence on Purchase Intention, 2) Egoistic Motivation directly and significant influence on Purchase Intention, 3) Green Attitude directly and significant influence on Purchase Intention, 4) Green Attitude can act as a moderating variable in the positive and significant influence of Social Media Marketing on Purchase Intention, 5) Green Attitude can act as a moderating variable in the positive and significant influence of Egoistic Motivation on Purchase Intention.

Antecedents and Consequences of Attitude Toward Social Media Advertising: An application on ad of clothing brands, households’ delivery apps, telecommunications and sports

Antecedents and Consequences of Attitude Toward Social Media Advertising: An application on ad of clothing brands, households’ delivery apps, telecommunications and sports

IMPLEMENTATION OF THE PROJECT BASED LEARNING MODEL ASSISTED WITH SOCIAL MEDIA MARKETING TO IMPROVE STUDENT LEARNING OUTCOMES IN CREATIVE PRODUCT AND ENTREPRENEURSHIP SUBJECTS

The aim of this research is 1) to describe how to improve student learning outcomes through the Project Based Learning learning model assisted by Social Media Marketing in Creative Products and Entrepreneurship subjects in class XIIOTKP3 SMK Negeri 2 Blitar, 2) to describe the results of implementing the Project Based Learning learning model assisted with Social Media Marketing in the Creative Products and Entrepreneurship subjects in class XIIOTKP3 at SMK Negeri 2 Blitar. 3) To describe whether the Project Based Learning learning model assisted by Social Media Marketing in the subjects of Creative Products and Entrepreneurship can improve the learning outcomes of class XIIOTKP3 students at SMK Negeri 2 Blitar. This type of research is Classroom Action Research (PTK) or Classroom Action Research because the researcher is directly involved in the research process from the beginning to the end of the research. The results of this research show that students' cognitive aspect learning outcomes increased by 56%. This was proven in the first cycle of students who got a minimum score of 70 as many as 16 people or 44%, while in cycle II who got a minimum score of 70 as many as 36 people or 100% were declared complete. The affective aspect of student learning activities increased by 39%. This was proven in the first cycle of students who were declared complete 22 or 61%, while in cycle II those declared complete reached 36 people or 100%. Likewise, in the psychomotor aspect there was an increase of 53%. This was proven in cycle I, 17 students were declared complete or 47%, while in cycle II 36 students or 100% were declared complete. Based on the results of this research, it can be concluded that the application of the Project Based Learning learning model assisted by Social Media Marketing can improve the learning achievement of Class XIIOTKP3 students at SMK Negeri 2 Blitar, especially in the subjects of Creative Products and Entrepreneurship.

Impact of E-Word of Mouth (E-WOM) on Consumers’ Purchase Intention for Cosmetic Products: The Mediating Role of Brand Image (With reference to Facebook Users)

Social media marketing (SMM) is one of the emergent trends and a different marketing strategy that advertisers worldwide use today with the competition. In day-to-day life, cosmetics play a significant part as cosmetics are used as a regular ritual by almost everyone. The Electronic Word of Mouth (E-WOM) generated by the comments on social networking sites can influence the consumers’ purchasing decisions due to the vital role played by the SMM. However, consumers' adoption of E-WOM information is influenced by different factors. This study aims to investigate factors that affect E-WOM adoption on consumer purchase intention with the mediating effect on the brand image. The lack of research attention has been given on the impact of E-WOM on purchase intention with the mediating effect of Brand image. Hence, the current research addresses the knowledge and empirical gap. The researcher used the quantitative method and the data was collected from a sample of 384 respondents from Facebook users from Generation Z residing in Western province based on random sampling techniques. The collected data were analyzed by the Smart PLS. According to the findings, the researcher concluded that E-WOM has a significant impact on purchase intention. Further, results revealed a partially mediating effect of brand image on the relationship between E-WOM and purchase intention. The findings provide insights for cosmetics marketers to successfully manage the E-WOM activities. Moreover, the spread of accurate information through Facebook can foster a strong brand image, which will finally result an actual purchase behavior by consumers.

The Influence of Consumer Behavior and Electronic Word of Mouth (E-Wom) on the Decision to Purchase Pizza Hut Products in Generation Z in Depok City from a Maqosid Syariah Perspective

This research aims to analyze the influence of consumer behavior and electronic-word of mouth (e-WOM) on the decision to purchase Pizza Hut products among Generation Z in Depok City from a Maqosid Syariah perspective. The importance of this research lies in understanding how these two factors influence purchasing decisions in the context of sharia which focuses on prosperity and balance. The background to the problem includes the increasing influence of digital and social media in the consumption behavior of Generation Z, as well as the lack of literature that discusses the influence of consumer behavior and e-WOM specifically in the fast food industry in Indonesia. This phenomenon is increasingly relevant considering that Generation Z is a significant target market. The novelty of this research is the integration of the Maqosid Syariah perspective in the analysis of consumer behavior and e-WOM, which has not been widely discussed in previous research. The method used was quantitative with a questionnaire as the data collection instrument, involving 150 respondents from Generation Z in Depok City. The research results show that consumer behavior and e-WOM simultaneously have a significant effect on purchasing decisions, with a calculated F value of 137.28 which is greater than the F table of 3.06 at a significance level of 0.05. The t test shows that the coefficient value for consumer behavior is 0.482 and e-WOM is 0.567, with a coefficient of determination (R²) of 0.652, indicating that 65.2% of the variability in purchasing decisions is explained by these two factors. So, consumer behavior and e-WOM have a significant influence on purchasing decisions for Pizza Hut products, and it is important for the company to develop an ethical and transparent marketing strategy in accordance with Maqosid Syariah principles.

Pengaruh Kualitas Produk dan Electronic Word of Mouth terhadap Keputusan Pembelian Produk Skincare Somethinc

The emergence of awareness among Indonesian society regarding the importance of maintaining facial condition has made skincare consumption a trend in shopping. This study aims to investigate the influence of product quality and electronic word of mouth on purchasing decisions for Somethinc skincare products. The population in this study consists of Somethinc skincare users. Purposive sampling was used as the research method, with data collected through distributing questionnaires to 100 respondents and analyzed using SPSS version 26. Hypothesis testing employed multiple linear regression, t-tests (partial), and F-tests (simultaneous). The results of the multiple linear regression yielded the equation Y = 6.624 + 0.278X1 + 0.271X2. The t-test results (partial) indicate a significant influence of product quality on purchasing decisions, with t count (3.672) > t table (1.985), sig 0.000 < 0.05, as well as electronic word of mouth, t count (4.183) > t table (1.985), sig 0.000 < 0.05. The simultaneous F-test resulted in F count (94.601) > F table (3.090), sig 0.000 < 0.05. Somethinc is expected to continue developing products with new formulas while maintaining quality, and to build effective communication by interacting with and responding to consumer reviews.

PENGARUH SOSIAL MEDIA MARKETING, E-SERVICE QUALITY, DAN REVIEW CONTENT TERHADAP MINAT BELI KONSUMEN BOX OUTLET SINGARAJA

This study aims to examine the influence of Social Media Marketing, E-Service Quality, and Review Content on consumer buying interest in Singaraja Box Outlet Stores. The population in this study includes all Singaraja Box Outlet Store consumers from various walks of life, both men and women. The sample used in this study was 85 consumers selected through a questionnaire technique distributed using Google Form. This study used a quantitative approach and the data was analyzed by multiple linear regression method using IBM SPSS Statistics 25 application. The results showed that Social Media Marketing, E-Service Quality and Review Content proved to have a positive and significant influence on consumer buying interest in Singaraja Box Outlet Stores

Experiential Marketing and Electronic Word of Mouth on Consumer Loyalty Through Consumer Satisfaction at Jember Mini Zoo Tourist Attraction

The purpose of this study was to determine the role of satisfaction in mediating the influence of experiential marketing and electronic word of mouth on consumer loyalty through consumer satisfaction at the Jember Mini Zoo tourist attraction. This study uses explanatory research. The population in this study were visitors to the Jember Mini Zoo tourist attraction. The method used in this study was purposive sampling. The age of respondents in this study was at least 18 years old with the consideration that this age can make wise decisions. Respondents were visitors to the Jember Mini Zoo tourist attraction at least 2 times. The sample size in this study was 14 x 10 = 140 respondents. The data analysis method used Structural Equation Modeling (SEM) with the Amos application. The results showed that Experiential marketing on satisfaction showed a significant positive effect. Electronic word of mouth on Satisfaction showed a significant positive effect. Experiential marketing on consumer loyalty showed a significant positive effect. Electronic word of mouth on consumer loyalty showed a significant positive effect. Consumer satisfaction on consumer loyalty showed a significant positive effect. Experiential marketing on consumer loyalty through consumer satisfaction showed a significant positive effect. Electronic word of mouth on consumer loyalty through consumer satisfaction shows a significant positive influence.

Pengaruh Social Media Marketing dan Electronic Word of Mouth Terhadap Purchase Intention Melalui Brand Image

The increasing competition in the marketplace has made Lazada one of the platforms that is falling behind compared to several competitors, particularly in terms of sales or purchase intention. Several factors contribute to this, including social media marketing, audience opinions and reviews, and Lazada's brand image. This study evaluates the influence of social media marketing and electronic word of mouth (E-WOM) on purchase intention through brand image. The aim of this research is to determine the impact of social media marketing and E-WOM on purchase intention, with brand image serving as a mediator. The study was conducted among Lazada marketplace users in Denpasar City, involving 160 respondents using purposive sampling. Data was collected through a questionnaire distributed via Google Forms. The collected data was analyzed using path analysis and Sobel test techniques. The findings indicate that all hypotheses are supported. Social media marketing positively and significantly influences brand image; E-WOM positively and significantly influences brand image; social media marketing positively and significantly impacts purchase intention; E-WOM positively and significantly impacts purchase intention; brand image positively and significantly influences purchase intention. Additionally, brand image positively and significantly mediates the effects of social media marketing and E-WOM on purchase intention. The theoretical implications of this study support consumer behavior theories and previous research. The practical implications suggest that Lazada's management should prioritize social media marketing, E-WOM, and brand image to enhance purchase intention.