The Impact of Social Media Marketing Strategies on Consumer Purchase Intention in the Brewery Industry in Liberia

This study examines the effect of social media marketing strategies on consumer purchase intention in the brewery industry using a primary dataset collected through online questionnaires from Liberian consumers.Grounded in the Social Media Marketing Activities (SMMA) framework and Theory of Planned Behavior, the research tests whether entertainment, interaction, trendiness, customization, and advertising predict consumers' likelihood to purchase brewery products after exposure to social media content.Reliability analysis