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All Journal Quantitative Economics Journal Jurnal Bisnis dan Manajemen JURNAL MUQODDIMAH : Jurnal Ilmu Sosial, Politik dan Hummaniora Journal of Education, Humaniora and Social Sciences (JEHSS) Community Development Journal: Jurnal Pengabdian Masyarakat JURNAL PENELITIAN PENDIDIKAN SOSIAL HUMANIORA Jurnal Ilmiah Ilmu Komunikasi Communique Strukturasi: Jurnal Ilmiah Magister Administrasi Publik Jurnal Ilmu Pemerintahan, Administrasi Publik, dan Ilmu Komunikasi (JIPIKOM) GOVERNANCE: Jurnal Ilmiah Kajian Politik Lokal dan Pembangunan Jurnal Ilmiah Administrasi Publik dan Pemerintahan Journal Business Administration (JBA): Entrepreneurship and Creative Indutry
Deliana, Marlina
Universitas Medan Area
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences

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A Conceptual Review of Social Media Marketing Outcomes Brand Image and the Conditional Pathway to Purchase Intention Deliana, Marlina; Poluan , Nadia Amelia Elyana; Simanjorang, Feronica
Journal Business Administration: Entrepreneurship and Creative Industry Vol. 5 No. 1 (2026): Journal Business Administration: Entrepreneurship & Creative Industry
Publisher : Talenta Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32734/jba.v5i1.24330

Abstract

This study reviews prior research to explain how social media marketing (SMM) influences brand image, and ultimately purchase intention—and highlights that the link from SMM → purchase intention is often inconsistent and may depend on mediators. This is a conceptual / literature-based paper: it builds the framework using deductive reasoning and a systematic review of prior literature. The findings suggest that a strong brand image plays a crucial role in bridging the gap between social media marketing efforts and actual purchasing behavior.
Co-Authors Adam Adam Agung Suharyanto Agustin, Maulina An Nisa Dian Rahma Andi Taufiq Umar Angga Tinova Yudha ARIFAH ARIFAH Arifah Arifah Armansyah Matondang Bahrum Jamil Bahrum Jamil, Bahrum Batubara, Beby Mashito Budi Hartono Budi Hartono Ferdy Syahputra Frastito, Frastito Indra Muda Kusdi Rahardjo Lucky Satria Pratama Manurung, Rosnita Nauli Mutia Harahap Nasrullah Hidayat Nina Angelia Pangaribuan, Nur Ajijah Poluan , Nadia Amelia Elyana Poluan, Nadia Amelia Saragih, Triana Selamat Riadi Silaban, Royani Simanjorang, Feronica Tarigan, Dewi Natasia Br Tri Wulida Afriyanti Walid Musthafa Sembiring