Affect of Social Media on Purchase Intention

Social media marketing has become a popular method of marketing for brands. It allows them to understand their customers while promoting their company/brand. The reason for a company to market themselves is in hope of increasing their products/services sold. Therefore it is important to understand how social media impacts purchase intention. This can be influenced through various factors such as social media influencers. Social media also helps improve consumer?s brand awareness and brand attitude. This research paper aims to understand how social media affects brand attitude and brand awareness, and how this can lead to purchase intention. This paper also aims to understand how social media influencers impact purchase intention by looking into the attributes of the influencer. This paper uses 7 studies, conducted between 1995 and 2022, to collect its information from. The results reveal that brand awareness and brand attitude do significantly impact purchase intention, however, it is not a direct influence but an indirect influence. Social media influencers have a direct influence on purchase intention when the influencer is thought to be credible.