Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
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All Journal Journal Business Administration (JBA): Entrepreneurship and Creative Indutry
Poluan , Nadia Amelia Elyana
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance 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 Deliana, Marlina Simanjorang, Feronica