How social media marketing influences consumers purchase decision? A mediation analysis of brand awareness

Authors

  • Fajar Ardiansyah Department of Magister Management, Faculty of Economics and Business, Universitas Kanjuruhan Malang, Malang
  • Endi Sarwoko Department of Magister Management, Faculty of Economics and Business, Universitas Kanjuruhan Malang, Malang

DOI:

https://doi.org/10.31106/jema.v17i2.6916

Keywords:

Social Media, Purchase Decision, Brand Awareness, Word of Mouth, Marketing

Abstract

The important usage of social media as highly interactive platforms of communications is bound to change the way companies approach marketing. Many previous studies conclude that social media has proven to be a key factor in creating brand awareness. Thus, a higher level of awareness will affect consumers' decisions positively. However, few studies focus on the role of brand awareness as a mediation construct in affecting purchase decisions. Therefore, this study aims to explore the mediation role of brand awareness on the relationship between social media marketing and purchase decisions. The study conducted is quantitative research based on a survey approach. Purposive sampling and ordinary least square regression were used as sampling techniques and data analysis. The study revealed that social media marketing has a positive and significant influence on both brand awareness and purchase decisions. Unfortunately, this study failed to prove the direct and indirect effect of brand awareness on purchase decisions. The nature of wetsuit (sportswear) that can be categorized as a high involvement product was considered as the main reason for the insignificancy effect of brand awareness on purchase decision and the mediation role of brand awareness. In the case of high involvement products, consumers tend to be rational so that they were required more time and effort to evaluate specific product performances and characteristics.

References

Ahmad, S. Z., Ahmad, N., & Abu Bakar, A. R. (2018). Reflections of entrepreneurs of small and medium-sized enterprises concerning the adoption of social media and its impact on performance outcomes: Evidence from the UAE. Telematics and Informatics, 35(1), 6–17. https://doi.org/10.1016/j.tele.2017.09.006

Barreda, A. A., Bilgihan, A., Nusair, K., & Okumus, F. (2015). Generating brand awareness in online social networks. Computers in Human Behavior, 50, 600–609. https://doi.org/10.1016/j.chb.2015.03.023

Bernstein, M. S., Bakshy, E., Burke, M., & Karrer, B. (2013). Quantifying the invisible audience in social networks. In Proceedings of the SIGCHI Conference on Human Factors in Computing Systems - CHI ’13 (p. 21). New York, New York, USA: ACM Press. https://doi.org/10.1145/2470654.2470658

Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image and brand loyalty. Business & Management Studies: An International Journal, 6(1), 128–148. https://doi.org/10.15295/bmij.v6i1.229

Bruhn, M., Schoenmueller, V., & Schäfer, D. B. (2012). Are social media replacing traditional media in terms of brand equity creation? Management Research Review, 35(9), 770–790. https://doi.org/10.1108/01409171211255948

Chen, A., Lu, Y., & Wang, B. (2017). Customers’ purchase decision-making process in social commerce: A social learning perspective. International Journal of Information Management, 37(6), 627–638. https://doi.org/10.1016/j.ijinfomgt.2017.05.001

Di Pietro, L., Di Virgilio, F., & Pantano, E. (2012). Social network for the choice of tourist destination: attitude and behavioural intention. Journal of Hospitality and Tourism Technology, 3(1), 60–76. https://doi.org/10.1108/17579881211206543

Din, S. M., Ramli, R., & Bakar, A. A. (2018). A review on trust factors affecting purchase Intention on Instagram. In 2018 IEEE Conference on Application, Information and Network Security (AINS) (pp. 49–53). IEEE. https://doi.org/10.1109/AINS.2018.8631501

Djafarova, E., & Bowes, T. (2020). ‘Instagram made Me buy it’: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 102345. https://doi.org/10.1016/j.jretconser.2020.102345

Elwalda, A., & Lu, K. (2016). The impact of online customer reviews (OCRs) on customers’ purchase decisions: An exploration of the main dimensions of OCRs. Journal of Customer Behaviour, 15(2), 123–152. https://doi.org/10.1362/147539216X14594362873695

Enyioko, N. C., & Okwandu, G. A. (2019). Effect of social media marketing on the conversion rate of deposit money banks in Nigeria. JEMA: Jurnal Ilmiah Bidang Akuntansi Dan Manajemen, 16(1), 1. https://doi.org/10.31106/jema.v16i1.2141

Gallaugher, J., & Ransbotham, S. (2010). Social media and customer dialog management at Starbucks. MIS Quarterly Executive, 9(4).

Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833–5841. https://doi.org/10.1016/j.jbusres.2016.04.181

Goodrich, K., & de Mooij, M. (2014). How ‘social’ are social media? A cross-cultural comparison of online and offline purchase decision influences. Journal of Marketing Communications, 20(1–2), 103–116. https://doi.org/10.1080/13527266.2013.797773

Hayes, A. F. (2018). Partial, conditional, and moderated moderated mediation: Quantification, inference, and interpretation. Communication Monographs, 85(1), 4–40. https://doi.org/10.1080/03637751.2017.1352100

Hinz, O., Schulze, C., & Takac, C. (2014). New product adoption in social networks: Why direction matters. Journal of Business Research, 67(1), 2836–2844. https://doi.org/10.1016/j.jbusres.2012.07.005

Huang, R., & Sarigöllü, E. (2014). How brand awareness relates to market outcome, brand equity, and the marketing mix (pp. 113–132). https://doi.org/10.1007/978-1-4939-0277-4_8

Hudson, S., & Thal, K. (2013). The impact of social media on the consumer decision process: Implications for tourism marketing. Journal of Travel & Tourism Marketing, 30(1–2), 156–160. https://doi.org/10.1080/10548408.2013.751276

Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook. Journal of Product & Brand Management, 22(5/6), 342–351. https://doi.org/10.1108/JPBM-05-2013-0299

Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand loyalty. Asia Pacific Journal of Marketing and Logistics, 29(1), 129–144. https://doi.org/10.1108/APJML-10-2015-0154

Jalilvand, M. R., & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention. Marketing Intelligence & Planning, 30(4), 460–476. https://doi.org/10.1108/02634501211231946

Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence & Planning, 37(5), 567–579. https://doi.org/10.1108/MIP-09-2018-0375

Jung, N. Y., & Seock, Y.-K. (2016). The impact of corporate reputation on brand attitude and purchase intention. Fashion and Textiles, 3(1), 20. https://doi.org/10.1186/s40691-016-0072-y

Khuong, M. N., & Tram, V. N. B. (2015). The effects of emotional marketing on consumer product perception, brand awareness and purchase decision — A Study in Ho Chi Minh City, Vietnam. Journal of Economics, Business and Management, 3(5), 524–530. https://doi.org/10.7763/JOEBM.2015.V3.240

Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486. https://doi.org/10.1016/j.jbusres.2011.10.014

Kim, S., Haley, E., & Koo, G.-Y. (2009). Comparison of the paths from consumer involvement types to ad responses between corporate advertising and product advertising. Journal of Advertising, 38(3), 67–80. https://doi.org/10.2753/JOA0091-3367380305

Kozinets, R. V., De Valck, K., Wojnicki, A. C., & Wilner, S. J. S. (2010). Networked narratives: understanding word-of-mouth marketing in online communities. Journal of Marketing, 74(2), 71–89. https://doi.org/10.1509/jm.74.2.71

Kumar, V., & Gupta, S. (2016). Conceptualizing the evolution and future of advertising. Journal of Advertising, 45(3), 302–317. https://doi.org/10.1080/00913367.2016.1199335

Macdonald, E. K., & Sharp, B. M. (2000). Brand awareness effects on consumer decision making for a common, repeat purchase product: A replication. Journal of Business Research, 48(1), 5–15. https://doi.org/10.1016/S0148-2963(98)00070-8

Magasic, M. (2016). The ‘Selfie Gaze’ and ‘Social Media Pilgrimage’: Two frames for conceptualising the experience of social media using tourists. In Information and Communication Technologies in Tourism 2016 (pp. 173–182). Cham: Springer International Publishing. https://doi.org/10.1007/978-3-319-28231-2_13

Malik, M. E., Ghafoor, M. M., Iqbal, H. K., Ali, Q., Hunbal, H., Noman, M., & Ahmad, B. (2013). Impact of brand image and advertisement on consumer buying behavior. World Applied Sciences Journal, 23(1), 117–122. https://doi.org/10.5829/idosi.wasj.2013.23.01.824

Novansa, H., & Ali, H. (2017). Purchase decision model: Analysis of brand image, brand awareness and price (Case study SMECO Indonesia SME products). Saudi Journal of Humanities and Social Sciences, 2(8), 621–632.

Oh, J., & Fiorito, S. S. (2002). Korean women’s clothing brand loyalty. Journal of Fashion Marketing and Management: An International Journal, 6(3), 206–222. https://doi.org/10.1108/13612020210441328

Prasad, S., Gupta, I. C., & Totala, N. K. (2017). Social media usage, electronic word of mouth and purchase-decision involvement. Asia-Pacific Journal of Business Administration, 9(2), 134–145. https://doi.org/10.1108/APJBA-06-2016-0063

Quinn, K. (2016). Why We share: A uses and gratifications approach to privacy regulation in social media use. Journal of Broadcasting & Electronic Media, 60(1), 61–86. https://doi.org/10.1080/08838151.2015.1127245

Radder, L., & Huang, W. (2008). Highâ€involvement and lowâ€involvement products. Journal of Fashion Marketing and Management: An International Journal, 12(2), 232–243. https://doi.org/10.1108/13612020810874908

Seo, E.-J., & Park, J.-W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36–41. https://doi.org/10.1016/j.jairtraman.2017.09.014

Shabbir, S., Kaufmann, H. R., Ahmad, I., & Qureshi, I. M. (2010). Cause related marketing campaigns and consumer purchase intentions: The mediating role of brand awareness and corporate image. African Journal of Business Management, 4(6), 1229–1235. https://doi.org/https://doi.org/10.5897/AJBM.9000129

Sharifi, S. S. (2014). Impacts of the trilogy of emotion on future purchase intentions in products of high involvement under the mediating role of brand awareness. European Business Review, 26(1), 43–63. https://doi.org/10.1108/EBR-12-2012-0072

Siali, F., Jiayi, P., Shakur, M. M. A., & Ya’kob, S. A. (2019). Relationship between brand equity and consumer purchase decision. International Journal of Service Management and Sustainability, 1(1), 58–75.

Stojanovic, I., Andreu, L., & Curras-Perez, R. (2018). Effects of the intensity of use of social media on brand equity. European Journal of Management and Business Economics, 27(1), 83–100. https://doi.org/10.1108/EJMBE-11-2017-0049

Tsai, W.-H. S., & Men, L. R. (2013). Motivations and antecedents of consumer engagement with brand pages on social networking sites. Journal of Interactive Advertising, 13(2), 76–87. https://doi.org/10.1080/15252019.2013.826549

Tsimonis, G., & Dimitriadis, S. (2014). Brand strategies in social media. Marketing Intelligence & Planning, 32(3), 328–344. https://doi.org/10.1108/MIP-04-2013-0056

Yogesh, F., & Yesha, M. (2014). Effect of social media on purchase decision. Pacific Business Review International, 6(11), 45–51.

Yong, K., & Hassan, R. A. (2019). The relationships between social media marketing and entrepreneurial success: A conceptual study on homestay business in Sabah, Malaysia. Review of Integrative Business and Economics Research, 8, 25–33.

Yousaf, S., & Malik, M. S. (2013). Evaluating the influences of religiosity and product involvement level on the consumers. Journal of Islamic Marketing, 4(2), 163–186. https://doi.org/10.1108/17590831311329296

Downloads

Additional Files

Published

2020-11-27

How to Cite

Ardiansyah, F., & Sarwoko, E. (2020). How social media marketing influences consumers purchase decision? A mediation analysis of brand awareness. JEMA: Jurnal Ilmiah Bidang Akuntansi Dan Manajemen, 17(2), 156–168. https://doi.org/10.31106/jema.v17i2.6916