The Mediating Role of Brand Image in the Effect of Social Media Marketing on Purchase Intention

Abstract

In this study, in addition to the direct effect of social media marketing (SMM) on purchase intention (PI) and brand image (BI), it was investigated whether BI has a mediating role in the effect of SMM on PI. Understanding whether BI has an effect on PI is also among the aims of the study. Data was collected via online survey method. The population of the study consists of those who see the social media promotions of a clothing brand. The sample was reached through snowball sampling. Statistical analyzes were performed with data collected from 176 people. Structural equation modeling was used to analyze the data obtained. According to the findings, SMM does not have a positive effect on purchasing intention, but it has a positive effect on BI. A positive effect of BI on PI was found. In addition, it has been observed that BI has a mediating role in the effect of SMM on PI.