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All Journal Jurnal Ilmiah Edunomika (JIE) Economics and Business Journal Maneggio
Hikmawati, Kuncoro Aprilia
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Other

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Journal : Economics and Business Journal

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The Influence of Social Media Marketing on Purchase Intention Mediated by Electronic Word of Mouth: a Bibliometric Analysis Hikmawati, Kuncoro Aprilia; Soetjipto, Budi Eko; Wardhana, Ludi Wishnu
Economics and Business Journal (ECBIS) Vol. 3 No. 4 (2025): May
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v3i4.212

Abstract

This study examines the influence of social media marketing on purchase intention through electronic word of mouth (eWOM). In today's era, eWOM has become one of the key factors influencing consumers" purchase intentions, as information shared online can either strengthen or weaken a consumer" 's purchase intention. This research uses bibliometric analysis with data from the Scopus database to explore existing research trends and the relationship between social media marketing, eWOM, and purchase intention. The findings show that social media marketing significantly impacts purchase intention through eWOM as a mediator that strengthens this influence. This study provides valuable insights for marketers and the general public, especially in designing strategies that leverage eWOM to enhance social media marketing activities and increase purchase intention.
Co-Authors Agus Hermawan Arief Noviarakhman Zagladi Budi Eko Soetjipto Feri Andika Prasetya, Feri Andika Purwanitasari, Lili Silmi, Kevin Ghulaman Sopiah, Sopiah Titis Shinta Dhewi, Titis Wardhana, Ludi Wishnu Yohanes Wibisono