Unveiling the Influence of Social Media Marketing on Luxury Goods Consumer Purchase Behavior: Brand Image as a Mediating Force

Abstract

The core objective of the research primarily investigated four marketing on sns practices and its collective impact over purchasing behaviour in luxury articles domain. It also tried to figure out whether image of the brand mediates in this relationship between these two. The information was gathered using a quantitative online survey from people visiting different apparel shops in delhi and national capital region (ncr). Once the proper responses were acquired, data was transferred to an amos 22 for analysis. The results indicated that the image of a brand matters in deciding whether or not to buy, above all, the findings indicated that informativeness of a message content, perceptual relevance and interactivity are positively related to behaviour towards purchase. However, it was found that entertainment has very limited influence on purchase intention. Secondly, the results found that the effects of interactivity and informativeness in social media advertising on consumer’s purchase intention were significantly mediated by consumer image related to brand of company. As not many studies that discussing brand image within the northern and, we have already made our theoretical contribution to existing literature by examining brand image as mediator between four character of social media advertising on purchasing behaviour. This paper also offers fresh empirical inputs from delhi and ncr.