Social Media and Purchase Intention: Findings for Future Empirical Directions

Abstract

Purpose: The purpose of this current paper is to underline the importance of social media prospects on enhancing purchase intentions, particularly in the automobile industry. The paper caters to highlighting how social media advertising, brand imaging and brand equity developed through social media can enhance purchase intentions.
 Design/Methodology/Approach: The paper caters to critical appraisal of literature available on the topics and the predictor and outcome variables studied in this regard. Automobile business is very lucrative and it has been noticed that such practices make a major impact in boosting buying intentions of customers.
 Findings: The finding of the paper is a development of a conceptual framework highlighting the potential of brand image, social media advertising and brand equity towards boosting purchase intentions. The paper has concluded with a framework for future scholars to energize on the concept of social media prospects for the achievement of organizational goals and objectives.
 Originality/Value: The current study is based mainly on critical review of the prominent literature and offer detailed understanding on the undertaken variables.

Social Media Marketing as a Branding Strategy in Extraordinary Times: Lessons from the COVID-19 Pandemic

“…Marketers should adapt these elements to the current situation or other influential external factors with the attitudes of customers regarding their product in mind and present products and services with empathy and transparency [78]. In this situation, social media can be utilized to grow one's reach by sharing the adapted brand elements, i.e., advertising, to create a salient brand image and enhance brand equity [64]. These brand elements are also a representation of the brand image [70].…”