The Impact of Social Media Marketing on Consumer Electronics Purchase Decisions

Abstract

The purpose of this study is to examine the impact of social media marketing (SMM) on consumer responses and their related behavioral outcomes. The theoretical framework is based on the SOR theory and was tested against some of the more well-known consumer electronics (CEs) brands in China. Data were collected from 405 users in China through an online survey. The data were analyzed using SPSS and AMOS. The results of the study show that SMM has a direct positive impact on consumer purchase decisions (PD) in the Chinese CEs market. SMM can indirect positively influence PD by perceived value (PV), brand image (BI) and brand trust (BT). This study fills the knowledge gap regarding the mediating roles of PV, BI and BT between SMM and PD through the SOR framework, and makes contributions to the SMM literature and the marketing of Chinese consumer electronics products.