Antecedents and Consequences of Social Media Marketing on Customer Purchase Intention: A Systematic Literature Review

The purpose of this paper is to investigate the impact of social media marketing on customer purchase intention with a focus on its antecedents and consequences. By analyzing the research trends, dimensions and outcomes, the social media marketing-customer purchase intention relationship is synthesized and future research direction is recommended. A conceptual roadmap that portrays the relationship is suggested. The review is based on 50 articles published during 2010 – 2024. It follows a systematic approach and presents the publication trends based on region, sector, time, database, journals, along with antecedents and consequences through content analysis. The analysis draws on various dimensions of social media marketing and customer purchase intention. The study identified nine contemporary antecedents of social media marketing that include customization, entertainment, e-WOM, informativeness, interaction, trendiness, trust, perceived value and social media influencers; and two widely used outcomes which include purchase intention and customer purchase intention. Future research suggestions include carrying out research in regions other than Asia and Europe. To the best of the authors’ knowledge, this is one of the few attempts to offer most comprehensive and collective scholarship to this subject area.