Social Media Marketing Activities and Customers' Purchase Intention: The Mediating Effect of Brand Image

Social media marketing activities (SMMA) has been the mainstream form of marketing in recent years. This research proposes a model wherein SMMA affects purchase intention mediated by brand image, perceived value and trust. The results of the structural equation model analysis of 395 responses show that SMMA has a positive indirect effect on purchase intention through the mediation of brand image, perceived value and trust. Meanwhile, brand image not only has a direct influence on purchase intention, but also has an indirect influence on it through perceived value and trust.