Abstract:
Purpose:
The current study investigated the impact ofsocial media advertising content, social media
sales promotion content and eWOM on the behavioral intention of customers with the
mediating impact of hedonic brand image and functional brand image.
Methodology:
The study employed a survey using a self-administered five-point Likert scale
questionnaire and applied the purposive sampling approach to collect data of404 responses
from the e-commerce consumers of Karachi, Pakistan. PLS-SEM using SmartPLS v3 has
been employed for data analysis.
Findings:
The results revealed that HBI and FBI had a significant effect on BI. Also, SMAC has a
significant effect on HBI, FBI, BI and it has a significant effect on BI with the mediation
of HBI and FBI. Further, SMSPC has a significant effect on HBI, FBI, and BI. Moreover,
SMSPC has a significant effect on BI with the mediation of HBI and FBI. Lastly, eWOM
has a significant effect on HBI and BI while eWOM has a significant effect on BI with the
mediation of HBI Limitations:
Other forms of marketing communication are missing in the conceptual framework ofthe
study, such as interactive marketing, direct marketing, and customer evaluations, all of
which are shared by businesses and/or customers on different social media platforms. The
cross-sectional method was used for the study that was based on surveys. The findings of
this research, which were obtained by means of a cross-sectional survey, are based on the
data from the survey itself, rather than on any other secondary sources.
Implications:
The focus ofthis research is to offer managers advice on creating plans and tactics that will
influence the behavioral intention of those who shop online. Managers must have a solid
of their brand's key performance indicators in order to improve brand image.
Marketers should also be aware oflegal changes because they are likely to place restrictions
on how they may use customer data. They may need to discover new methods to exploit it
because managing and controlling e-WOM (such as paying influencers) may become mote
awareness
challenging.
