Impact of Various Social Media Marketing Dimensions on Intention to Purchase Electronic Goods
DOI:
https://doi.org/10.56294/sctconf20251360Keywords:
Customization (CUS), Brand Equity (BEQ), Online Communities (ONC), Social Media Marketing Activities (SMMA), E-Word of Mouth (E-WOM), Exploratory Factor Analysis (EFA), ANOVA, and Structural Equation Modeling (SEM)Abstract
This paper discusses the intention of consumers to purchase electronic devices using structural equation modeling, or SEM. This is based on an analysis of data from 221 respondents. This cross-sectional study shows that Purchase Intention (PI) of electronic devices is highly influenced by Customization (CUS), Online Community (ONC), Brand Equity (BEQ), and Electronic Word of Mouth (E-WOM). This study was completed using the structural equation modeling (SEM) and hypothesis testing approaches. The goal of this study is to show how important it is to determine whether SMM is acceptable in today's culture. It also goads businesses to put even more effort into maximizing social media marketing techniques to enhance online visibility.
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