Online Purchase Intention using Social Media: A Systematic Literature Review

Social Media (SM) have become an essential tool for the marketing of products and services, affecting customer Purchase Intention (PI). However, experts have no agreement over the factors or predictors as well as the theories that can explain the variation in PI. This review study attempts to discover the predictors (factors, mediator, moderator) of online PI using an SM platform. A systematic review of the online PI was performed. The findings demonstrated that the number of studies relevant to online PI via SM engagement is growing. The quantitative approach is widely employed in the literature, with most studies, though, not utilizing theories to explain online PI through SM. The findings also displayed that Structural Equation Modeling (SEM) is increasingly being deployed. The frequency analysis exhibited that the most important predictors are Attitude (AT), Subjective Norms (SN), Trust (TR), Perceived Usefulness (PU), Perceived Risk (RS), and Perceived Ease Of Use (PEOU). The findings were discussed, and sellers were urged to enhance information quality and reduce the risk of conducting online transactions by offering various payment methods. Further research employing mixed methods and theoretical frameworks is needed in this domain, especially considering developing nations.