Effect of social media marketing practices of personal care brands on consumer purchase intention

Abstract

The purpose of the study is to test the effect of social media marketing practices (SMMPs) of personal care brands on user interaction, brand awareness and purchase intention. The study also aims to propose the model of integrated social media marketing practices thereby showing how SMMPs can influence the purchase decision among consumer and also ensuring that the model should be adaptable to the need of multiple industries planning to create social commerce impact. The findings of the study reveal significant relationship among social media marketing practices, user interaction, brand awareness, brand image and purchase intention of the consumer. For the conceptual framework, three indicators such as information, campaign, and electronic word of mouth were selected as social media marketing practices whereas user interaction, brand awareness and brand image were selected as the “value creation” asset for the brand which all impacts the purchase intention of the consumer. Factor analysis and Structural equation modeling were used to test the conceptual framework. The average variance extracted (AVE) has validated the reliability of selected factors as satisfactory whereas the Cronbach’s alpha value was also found to be good for internal consistency of the data. The multiple fit indices of structural equation modeling and parsimonious model fit have also satisfied the acceptable norms to consider the conceptual model as good fit. The values of R2 and path coefficients have shown the significant and positive relationship between indicators of SMMPs and purchase intention.