Is a complicated psychological process that involves information gathering, recognition, purchase, and post-purchase evaluation and this is contrary to the process when it comes to decision making, as it does not always follow the same pattern. This is because consumer behaviour is heavily influenced by emotion and environmental factors, and also on how the choices are presented.
Published in Chapter:
The Effect of Social Media Marketing on Luxury Brand Purchase Intention
Wenyi Leong (Anglia Ruskin University, UK),
Omkar Dastane (UCSI Graduate Business School, UCSI University, Malaysia), and
Herman Fassou Haba (Université du Québec à Trois-Rivières, Canada)
Copyright: © 2022
|Pages: 21
DOI: 10.4018/978-1-6684-3430-7.ch014
Abstract
This research-based chapter investigates the impact of social media marketing on consumers' online purchase intention in the context of luxury brands. Against the theory of planned behavior, theory of reasoned action, and social exchange theory, a conceptual framework was constructed with social media marketing as an independent variable, luxury perception as mediator, and online purchase intention as the dependent variable. This study employed an explanatory research and quantitative method. Empirical data was collected using self-administered online questionnaire and data was collected from sample of 211 Malaysian online shoppers of luxury brands using snowball sampling. The collected data was subjected to normality and reliability assessment followed by confirmatory factor analysis (CFA), validity assessment, and structural equation modelling (SEM) using AMOS 24. Findings suggests that social media marketing positively influences online purchase intention, and luxury brand perception mediates this relationship.