The Effect of Social Media Marketing, eWOM, Brand Awareness, and Brand Image on Purchase Intention

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Social media marketing significantly enhances brand awareness and positively influences purchase intention.
eWOM negatively affects brand image and purchase intention, indicating the risks of negative online feedback.
Brand awareness was found to have a positive but insignificant influence on purchase intention, reflecting unique consumer behavior trends.
Brand image consistently shows a strong positive impact on purchase intention, emphasizing its importance for marketers.

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This analysis reveals how social media marketing and eWOM influence purchase intention in consumers, highlighting critical consumer perceptions.

Putra et al. (2025) studied this question.

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This analysis reveals how social media marketing and eWOM influence purchase intention in consumers, highlighting critical consumer perceptions.