1Associate Professor, The Business School (TBS), University of Jammu, J&K, India
2Assistant Professor, School of Business Studies, Central University of Jammu, J&K, India
3Lecturer, Govt. SPRM College of Commerce, Jammu and Kashmir, India-180006
4Lecturer, The Business School (TBS), University of Jammu, J&K, India
Online Published on 10 January, 2024.
The present study aims to examine the influence of brand-related social media communications on consumers’ purchase intentions.
The final sample of 283 respondents for the study consisted of students and faculty from the University of Jammu, who were active social media user sandal, so had at least once shopped from one of the e-retailers (Amazon, Flipkart and Myntra) understudy. Convenience sampling technique was applied and a structured questionnaire was employed to collect the responses. The data gathered was analyzed with the help of SPSS and AMOS software.
The investigation of the impact of brand-related social media communications on purchase intentions indicates that both firm-created and user-generated social media communication have a positively significant effect on the consumers’ purchase intentions.
The current study offers two significant contributions to the research scholars and brand managers. Firstly, the study provides conceptual insights into how different types of brand-related social media communications (i.e., firm-created) foster consumers’ purchase intentions. Secondly, how user-generated content fosters consumers’ purchase intentions.
Social Media Communications, Purchase Intentions, Firm-Created Content, User-Generated Content, E-Tailers
