Research Article

Effects of Social Media Marketing on Consumer Purchase Intention in the Retail Sector of Australia

Authors

  • Syed Ibrar Hussain Ph.D. Student, Faculty of Business, Education, Law and Arts, School of Business. University of Southern Queensland, Toowoomba, Australia.
  • Ranga Chimhundu Senior Lecturer (Marketing), Faculty of Business, Education, Law and Arts, School of Business. University of Southern Queensland, Toowoomba, Australia.

Abstract

This research aims to determine how social media marketing affects consumer purchase intent in Australia's retail industry. The study's main goal is to see if social media marketing impacts customer purchase intent and brand equity as a moderator between dependent and independent variables. The data comes from Austria's retail sector and is based on five cities: Sydney, Perth, Melbourne, Brisbane, and Adelaide. By utilizing social media channels in the implementation of the survey strategy, a survey questionnaire with a size of 385 valid responses is made available to a targeted audience of the retail industry in Australia. The mixed methodologies research with a cross-sectional time horizon and a deductive research strategy for this study is used. The study's findings show that social media positively correlates with consumer purchase intention, and brand equity moderates the relationship between the dependent and independent variables, as evidenced by correlation, regression, and exploratory factor analysis.

Article information

Journal

Journal of Business and Management Studies

Volume (Issue)

5 (1)

Pages

69-88

Published

2023-01-23

How to Cite

Hussain, S. I., & Chimhundu, R. (2023). Effects of Social Media Marketing on Consumer Purchase Intention in the Retail Sector of Australia. Journal of Business and Management Studies, 5(1), 69–88. https://doi.org/10.32996/jbms.2023.5.1.8

Downloads

Keywords:

Social media marketing; customer purchase intent; retail industry; deductive research; brand equity