Title: The effect of social media marketing on consumers' purchase intention of organic food: the role of perceived value, trust and social identity

Authors: Bee Lian Song; Chee Yoong Liew; Muthaloo Subramaniam; Salwa Ahamad

Addresses: School of Marketing and Management, Asia Pacific University of Technology and Innovation, Jalan Teknologi 5, Taman Teknologi Malaysia, 57000 Kuala Lumpur, Malaysia; School of Management and Business, Mila University, No. 1, MIU Boulevard Putra Nilai, 71800 Nilai, Negeri Sembilan, Malaysia ' Faculty of Business and Management, UCSI University, UCSI Heights, 1, Jalan Puncak Menara Gading, Taman Connaught, 56000 Cheras, Kuala Lumpur, Malaysia ' Faculty of Business, Management and Information Technology, Asia Metropolitan University, 6, Jalan Lembah, Bandar Baru Seri Alam, 81750 Masai, Johor, Malaysia ' Faculty of Business, Social Sciences and Hospitality Management, SEGi University, No. 9, Jalan Teknologi, Taman Sains Selangor, Kota Damansara, PJU5, 47810 Petaling Jaya, Selangor, Malaysia

Abstract: The purpose of the study is to investigate the effect of social media marketing on consumers' purchase intention of organic food through perceived value, trust and social identity. Four dimensions of social media marketing comprising informativeness, interaction, customisation and electronic word-of-mouth are examined as antecedents to perceived value. Perceived value is placed as antecedent to trust and social identity, which influence purchase intention. Through quantitative method, a self-administered questionnaire survey was used to collect data from 502 organic food consumers in Malaysia. Structural equation modelling (SEM) was applied for data analysis. Results highlight that informativeness, interaction, and electronic word-of-mouth have positive effects on perceived value. Customisation has no significant effect on perceived value. Perceived value has positive effect on trust and social identity, which leads to subsequent positive influence on purchase intentions. The findings may assist organic food retailers or producers in developing and implementing effective social media marketing strategies.

Keywords: social media marketing; organic food; perceived value; trust; social identity; electronic word-of-mouth; purchase intention; structural equation modelling; SEM.

DOI: 10.1504/IJEMR.2024.140812

International Journal of Electronic Marketing and Retailing, 2024 Vol.15 No.5, pp.519 - 540

Received: 01 Jan 2022
Accepted: 19 Jul 2022
Published online: 03 Sep 2024 *

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