Modeling the Social Media Platform Towards Purchase Intention in Digital Business Using SEM-PLS

The rapid proliferation of social media has precipitated a profound transformation in digital commerce, fostering innovative avenues for consumer-brand interaction. The study examines the impact of social media platforms on Purchase Intention (PI) within the digital business landscape. Specifically, it explores the pivotal mediating roles of Brand Image (BI) and Brand Trust (BT), as well as the moderating influence of electronic Word of Mouth (eWOM). A quantitative methodology was employed, with data gathered from 320 participants via an online survey using non-probability sampling. The proposed structural model was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. The results reveal a significant and positive direct effect of social media on PI. Furthermore, BI and BT were confirmed as crucial mediators in the relationship. Interestingly, eWOM was found to have a negative moderating effect on the relationship between social media platforms and PI. Academically, the present inquiry enriches existing literature by integrating eWOM as a moderator in the interplay between social media and purchase intention. Practically, the study reveals that high eWOM volume can dilute a brand’s persuasive content. Therefore, practitioners must shift focus from merely encouraging interaction to actively managing the user-generated narrative to ensure it reinforces brand goals and strengthens purchase intention.