The Influence of Social Media Marketing on Purchase Intention Mediated by Brand Image and Brand Awareness

Abstract

This research explores the impact of Social Media Marketing. (SMM) on Purchase Intention (PI) and explores the mediating roles of Brand Awareness (BA) and Brand Image (BI)Grounded in the Stimulus-Organism-Response (SOR) model, the study analyzes these relationships within the Pakistani consumer market. The research assesses these relationships within the Pakistani consumer market. Findings indicate that while SMM does not have a direct effect on PI or BA, it significantly influences BI, which subsequently enhances PI. Additionally, BA is found to be a key determinant of PI, reinforcing its role in consumer decision-making. This research enhances theoretical and offers practical strategies for marketers to strengthen brand image and awareness through social media. Additionally, it highlights limitations and recommends future cross-cultural research to validate these findings further.