Title: The impact of social media advertising on purchase intention: the mediation role of consumer brand engagement

Authors: Weeraporn Supotthamjaree; Preeda Srinaruewan

Addresses: Department of Marketing, Lampang Rajabhat University, 119 Chomphu, Muang District, Lampang, 52100, Thailand ' Department of Marketing, Maejo University, 63 Nong Han, San Sai District, Chiang Mai, 50290, Thailand

Abstract: This study aims to investigate the impact of social media advertising on purchase intention by analysing the mediating role of consumer brand engagement (CBE). From the literature review, there are two issues that gain more attention from current marketing researchers. First, different factors are used as advertising elements in the context of social media. Second, CBE uses different concepts, definitions, and measurement dimensions. The study deployed an exploratory sequential mixed-methods design. Data collected from a sample of 560 Thai people engaged with social media advertising, were analysed using structural equation modelling (SEM). The findings suggest that social media advertising consisting of credibility, informativeness, entertainment, and information access affects CBE (measured as a second-order construct) and purchase intention. Additionally, CBE affects brand loyalty and purchase intention. In addition, it is found that CBE fully mediates the relationship between social media advertising and purchase intention.

Keywords: social media advertising; brand loyalty; purchase intention; advertising; consumer brand engagement; CBE.

DOI: 10.1504/IJIMA.2021.10041928

International Journal of Internet Marketing and Advertising, 2021 Vol.15 No.5/6, pp.498 - 526

Received: 12 Nov 2019
Accepted: 10 Dec 2020

Published online: 18 Oct 2021 *

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