THE IMPACT OF SOCIAL MEDIA MARKETING ON PURCHASE INTENTION

Abstract

The objectiveof this article is to analyze the impact of social media marketing on consumer purchase intention with the evaluation of five variables: entertainment, engagement, trend, personalization and word-of-mouth (WOM). In fact, word of mouth is the biggest trust factor and has a direct impact on brand perception. Marketing plans that are executed in digital channels tend to yield the best results in terms of return on investment when they deliver engaging and interactive content and leverage consumer voice to establish credibility. Entertainment attracts consumers, engagement keeps them, trends inspire companies, and personalization creates an emotional connection between consumers and enterprise. Word-of-mouth seems to be one of the important external elements impacting purchase intention, as friend recommendations or similar experiences strengthen consumer trust in products. It offers marketers wisdom on what social media tactics they can use to improve outcome from personalization and engagement.