The Influence of Social Media Marketing on Purchase Intention Mediated by Brand Image A bibliometric and Systematic Review in Scopus
Dublin Core
Title
The Influence of Social Media Marketing on Purchase Intention Mediated by Brand Image A bibliometric and Systematic Review in Scopus
Creator
Kuncoro Aprilia Hikmawati, Budi Eko Soetjipto, Ludi Wishnu Wardana
Proceedings Item Type Metadata
meta_title
The Influence of Social Media Marketing on Purchase Intention Mediated by Brand Image A bibliometric and Systematic Review in Scopus
Abstract/Description
This study examines the relationship between social media marketing and consumer purchase intention, with brand image as a mediator. Along with the increasing utilization of social media as a marketing platform, companies are increasingly utilizing it to build relationships with consumers and strengthen their brand image. A positive brand image can improve consumers' perceptions of the product and influence their purchasing decisions. This research uses a bibliometric analysis approach to review relevant literature and identify trends and relationships between the three concepts. The results show that social media marketing significantly impacts brand image, affecting consumers' purchase intention. This research provides important insights for companies in designing effective social media marketing strategies to enhance brand image and, in turn, drive consumer purchase intentions. The results of this study can strengthen the understanding of the role of brand image in mediating the relationship between social media marketing and purchase intention.
publication_date
2025/06/15
pdf_url
https://insyma.org/proceedings/files/articles/Kuncoro ApriliaHikmawati Budi Eko Soetjipto Ludi Wishnu Wardana _ REVISED.pdf
abstract_html_url
https://insyma.org/proceedings/items/show/447
keywords
Social Media Marketing, Purchase Intention, Brand Image
firstpage
821
lastpage
829
issn
3047-857X
conference
Proceedings of the International Symposium on Management (INSYMA)
Volume
22
publisher_name
Fakultas Bisnis dan Ekonomika, Universitas Surabaya
no article
136
Files
Citation
Kuncoro Aprilia Hikmawati, Budi Eko Soetjipto, Ludi Wishnu Wardana, “The Influence of Social Media Marketing on Purchase Intention Mediated by Brand Image A bibliometric and Systematic Review in Scopus,” Proceedings of the International Symposium on Management (INSYMA), accessed July 1, 2025, https://insyma.org/proceedings/items/show/447.