Effects of Social Media Marketing on Consumer Purchase Intention in the Retail Sector of Australia

Article


Hussain, Syed Ibrar and Chimhundu, Ranga. 2023. "Effects of Social Media Marketing on Consumer Purchase Intention in the Retail Sector of Australia." Journal of Business and Management Studies. 5 (1), pp. 69-88. https://doi.org/10.32996/jbms.2023.5.1.8
Article CategoryArticle
AuthorsHussain, Syed Ibrar and Chimhundu, Ranga
Journal TitleJournal of Business and Management Studies
Journal Citation5 (1), pp. 69-88
Number of Pages20
Year2023
PublisherAl-Kindi Center for Research and Development
Place of PublicationUnited Kingdom
ISSN2709-0876
Digital Object Identifier (DOI)https://doi.org/10.32996/jbms.2023.5.1.8
Web Address (URL)https://www.al-kindipublisher.com/index.php/jbms
Abstract

This research aims to determine how social media marketing affects consumer purchase intent in Australia's retail industry. The study's main goal is to see if social media marketing impacts customer purchase intent and brand equity as a moderator between dependent and independent variables. The data comes from Austria's retail sector and is based on five cities: Sydney, Perth, Melbourne, Brisbane, and Adelaide. By utilizing social media channels in the implementation of the survey strategy, a survey
questionnaire with a size of 385 valid responses is made available to a targeted audience of the retail industry in Australia. The mixed methodologies research with a cross-sectional time horizon and a deductive research strategy for this study is used. The study's findings show that social media positively correlates with consumer purchase intention, and brand equity moderates the relationship between the dependent and independent variables, as evidenced by correlation, regression, and exploratory factor
analysis.

Keywordssocial media marketing, customer purchase intent, retail industry, deductive research, brand equity
ANZSRC Field of Research 2020350601. Consumer behaviour
350604. Marketing communications
350605. Marketing management (incl. strategy and customer relations)
350607. Marketing technology
Byline AffiliationsSchool of Business
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