The Influence of social media marketing, brand loyalty, brand awareness towards consumer purchase intention. An empirical analysis

Table of Contents

1. INTRODUCTION

1.1 Background

1.2 Problem Statement

1.3 Research Objectives

1.3.1 General Objective

1.3.2 Specific Objectives

1.4 Research Questions

1.5 Significant of Studies

1.6 Term of References

1.7 Overview of the Report

1.8 Summary

2. LITERATURE REVIEW

2.1 Introduction

2.2 Social Media and Social Media Marketing

2.2.1 Social Media

2.2.2 Social Media Marketing

2.3 Brand Loyalty

2.4 Word of Mouth and Electronic Word of Mouth

2.4.1 Word of Mouth

2.4.2 Electronic Word of Mouth

2.4.3 Differences between WOM & eWOM

2.5 Purchase Intention

2.6 Previous Empirical Studies

2.6.1 Social Media Marketing to Brand Loyalty

2.6.2 Electronic Word of Mouth to Brand Loyalty

2.6.3 Social Media Marketing to Purchase Intention

2.6.4 Brand Loyalty to Purchase Intention

2.6.5 Electronic Word of Mouth to Purchase Intention

2.7 Theoretical Framework

2.7.1 Theory of Reasoned Action

2.7.2 Theory of Planned Behaviour

2.8 Conceptual Framework

2.9 Hypotheses Developments

2.9.1 Social Media Marketing and Brand Loyalty

2.9.2 Electronic Word of Mouth and Brand Loyalty

2.9.3 Social Media Marketing and Purchase Intention

2.9.4 Brand Loyalty and Purchase Intention

2.9.5 Electronic Word of Mouth and Purchase Intention

2.10 Summary

3. METHODOLOGY

3.1 Introduction

3.2 Research Design

3.3 Research Approach

3.4 Research Methodological Choices

3.5 Population and Sampling

3.6 Sampling Size

3.7 Data Collection Methods / Instruments

3.7.1 Pilot Study

3.7.2 Construct Measurement

3.7.3 Data Scale of Measurement

3.8 Variables

3.9 Reliability Testing

3.10 Statistical Testing

3.10.1 Linear Regression

3.10.2 Multiple Regression Analysis

3.10.3 Mediation Effect Analysis

3.11 Summary

4. RESULTS

4.1 Introduction

4.2 Respondent Demographics

4.3 Descriptive Analyses

4.4 Reliability Analysis

4.5 Linear Regression Analysis

4.6 Multiple Regression Analysis

4.7 Mediation Effect Analysis

4.8 Summary

5. DISCUSSION

5.1 Introduction

5.2 Findings through Descriptive Analysis

5.3 Discussion of Major Findings

5.3.1 H1: Social media marketing will have significant positive influence on consumers’ brand loyalty

5.3.2 H2: Electronic word of mouth will have significant positive influence on consumers’ brand loyalty

5.3.3 H3: Social media marketing will have significant positive influence on consumers’ purchase intention

5.3.4 H4: Brand loyalty will have significant positive influence on consumers’ purchase intention

5.3.5 H5: Electronic word of mouth will have significant positive influence on consumers’ purchase intention

5.3.6 Mediating Effects

5.4 Implications

5.5 Limitations of Study

5.6 Recommendations for Future Research

5.7 Summary

Research Objectives and Themes

This study aims to examine how social media marketing, brand awareness, and electronic word of mouth (eWOM) influence consumer purchase intentions in Malaysia. By investigating these relationships, the research seeks to understand how modern digital engagement strategies shape consumer behavior and brand loyalty in a competitive e-commerce landscape.

• Impact of social media marketing on brand loyalty and purchase intent.
• Role of electronic word of mouth in shaping consumer brand perceptions.
• Mediation effects of brand loyalty on the relationship between marketing variables and purchase intention.
• Analysis of the Malaysian e-commerce market and consumer demographic behaviors on digital platforms.

Excerpt from the Book

Summary of Chapters

1. INTRODUCTION: Provides the foundation and rationale for the research, defining the scope and objectives concerning consumer purchase intention in Malaysia.

2. LITERATURE REVIEW: Examines theoretical models, including the Theory of Reasoned Action and Theory of Planned Behavior, to establish a framework for analyzing the impact of social media and eWOM.

3. METHODOLOGY: Outlines the quantitative approach, research design, and sampling techniques used to collect and analyze data via IBM SPSS.

4. RESULTS: Presents the raw data findings and the statistical analysis of the five developed hypotheses regarding consumer behavior.

5. DISCUSSION: Interprets the major findings, discusses the implications for marketers in Malaysia, and acknowledges study limitations while offering suggestions for future research.

Keywords

Social Media Marketing, Brand Loyalty, Purchase Intention, Electronic Word of Mouth, eWOM, Brand Awareness, Consumer Behavior, Malaysia, Digital Marketing, Quantitative Analysis, Theory of Planned Behavior, Online Shopping, Brand Engagement, Social Media Platforms, Mediation Analysis.

Frequently Asked Questions

What is the primary focus of this research?

The research investigates the factors influencing consumers' purchase intentions in Malaysia, specifically focusing on the roles of social media marketing, brand awareness, and electronic word of mouth (eWOM).

What are the central thematic areas of the study?

The study centers on how digital marketing efforts and peer-to-peer recommendations on social media platforms create brand loyalty and, subsequently, drive purchase intentions.

What is the main objective of this study?

The main objective is to establish the relationship between independent variables (Social Media Marketing, Brand Loyalty, Brand Awareness, and eWOM) and the dependent variable (Consumer Purchase Intention) among Malaysian consumers.

Which scientific methodology is employed?

The study utilizes a quantitative methodology, specifically a deductive approach, employing questionnaires to collect data which is then analyzed using IBM SPSS software for regression and mediation effects.

What topics are covered in the main body of the work?

The main body covers the theoretical background (TRA and TPB), a detailed literature review of digital marketing, a rigorous methodology section, the statistical presentation of results, and a comprehensive discussion of findings.

Which keywords best characterize this work?

Key terms include Social Media Marketing, Brand Loyalty, Purchase Intention, eWOM, Brand Awareness, and Consumer Behavior.

How does brand loyalty act as a mediator in this study?

Brand loyalty is identified as a critical mediating variable that strengthens the influence of social media marketing and eWOM on a consumer's eventual purchase intention.

Why is the Malaysian market specifically highlighted?

Malaysia is highlighted as a growing digital economy with high mobile penetration and social media usage, making it an ideal environment to observe the transition from traditional to digital marketing.