The Influence of Social Media Marketing on Purchase Intention Mediated by Brand Image A bibliometric and Systematic Review in Scopus

Abstract

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.