The Role of Brand Image and Customer Experience on Purchase Intention in the Salon Industry: Reassessing the Impact of Social Media Marketing

Introduction This research studies how brand image and customer experience set purchase intentions within the salon industry concerning social media marketing. It intends to evaluate how specific social media activities, customer experience elements, and brand image factors influence trust and loyalty. Methods Regression analysis and descriptive statistics approaches are utilized by the study, based on responses from 465 salon customers who regularly visit the salon and engage with salon-related content in social media. Results Findings show that brand image and customer experience make significant contributions toward purchase intentions, explaining 88.1% and 82.8% of variance, respectively. Significant predictors included social media content's ability to stir emotional insight and credibility about salon services. Social media marketing activities do have some effect, yet are significant in increasing purchase intentions by way of the development of interactive features creating customer interactions. Mean rankings list factors like ease of interaction between customers and digital content and rather powerful feature service quality from suppliers contributing to a critical consumer perception. Conclusion Therefore, salons need to create participative and trustworthy digital content that supports service quality and superior personalized consumer experiences as a means of enhancing customer loyalty and purchase intention. This would enhance competitive marketing strategies by making use of available channels of social media for these salons.