Enhancing Purchase Intention through Social Media Marketing and E-WOM: The Mediating Role of Brand Image and Consumer Brand Engagement

This study explores the relationships among social media marketing, electronic word-of-mouth (E-WOM), consumer brand engagement, brand image, and purchase intention, with a focus on the mediating roles of brand image and consumer brand engagement based on Uses and Gratifications Theory. Prior research has predominantly examined these factors in isolation across various industries and regions. Unlike previous studies, which have denied the mediating role of brand image between social media marketing and purchase intention, this investigation demonstrates how both brand image and consumer brand engagement serve as critical intermediaries linking social media marketing and E-WOM to purchase intention among Vietnamese social media users. The collectivist culture in Vietnam enhances trust in recommendations from acquaintances and reliable relationships over strangers or mass advertising, rendering E-WOM a potent and enduring communication tool. Using quantitative data from 408 users analyzed with Smart PLS 4.0, the results reveal that social media marketing and E-WOM strengthen brand image and consumer engagement, which subsequently boost purchase intention. The findings highlight the significant mediating roles of brand image and consumer engagement in linking social media marketing and E-WOM to purchase intention. These insights enhance theoretical understanding of purchase intention by clarifying the mediating effects and provide practical recommendations for businesses to craft effective online marketing strategies tailored to the Vietnamese market.