International Journal of Science and Research (IJSR)

International Journal of Science and Research (IJSR)
Since Year 2012 | Open Access | Double Blind Reviewed

ISSN: 2319-7064




Downloads: 0

Research Paper | Marketing | India | Volume 11 Issue 6, June 2022


Affect of Social Media on Purchase Intention

Sreeker Avadhanam


Abstract: Social media marketing has become a popular method of marketing for brands. It allows them to understand their customers while promoting their company/brand. The reason for a company to market themselves is in hope of increasing their products/services sold. Therefore it is important to understand how social media impacts purchase intention. This can be influenced through various factors such as social media influencers. Social media also helps improve consumer?s brand awareness and brand attitude. This research paper aims to understand how social media affects brand attitude and brand awareness, and how this can lead to purchase intention. This paper also aims to understand how social media influencers impact purchase intention by looking into the attributes of the influencer. This paper uses 7 studies, conducted between 1995 and 2022, to collect its information from. The results reveal that brand awareness and brand attitude do significantly impact purchase intention, however, it is not a direct influence but an indirect influence. Social media influencers have a direct influence on purchase intention when the influencer is thought to be credible.


Keywords: Social media, Social media marketing, Social media influencer, Purchase intention, Brand awareness, Brand attitude


Edition: Volume 11 Issue 6, June 2022,


Pages: 1745 - 1755


How to Cite this Article?

Sreeker Avadhanam, "Affect of Social Media on Purchase Intention", International Journal of Science and Research (IJSR), Volume 11 Issue 6, June 2022, pp. 1745-1755, https://www.ijsr.net/get_abstract.php?paper_id=SR22621093144

How to Share this Article?






Similar Articles with Keyword 'Social media'

Downloads: 0

Research Paper, Marketing, Zimbabwe, Volume 10 Issue 5, May 2021

Pages: 97 - 112

Content Marketing's Role in Company Branding and Business in Zimbabwe - A Case of Truworths

Shuli Song | Clement Nyasha Simunyu

Share this Article

Downloads: 0

Research Paper, Marketing, India, Volume 11 Issue 1, January 2022

Pages: 343 - 347

The Repercussions of Influencer Marketing on Consumer's Purchase Intention

Adhithya Mohan

Share this Article


Top