The effect of SMMA on Purchase Intention through the mediator Brand Image : A quantitative study in the Swedish electronic industry

Abstract: Background: Due to the digital era and a constant increase in social media usage, new ways to interact with customers can be done through adopting Social Media Marketing Activities (SMMA). The concept SMMA is constituted by the five dimensions ‘Entertainment’, ‘Interaction’, ‘Trendiness’, ‘Customization’ and ‘Word-of-mouth’. By reviewing recent research, indications that SMMA has a relationship with other items in the form of Brand Image and Purchase intention becomes clear. Therefore, the authors attempt to examine this relationship even further in order to contribute to the already established scientific body. Furthermore, previous research declared a gap in terms of context which this study aimed to fulfill.  Purpose: The purpose of this study was to examine how Social Media Marketing Activities affect consumer purchase intention through brand image as the mediator. The authors aimed to contribute to already existing research and propose implications, especially of the electronic industry context which can be further examined in the future.  Methodology: The study was of quantitative nature with a deductive approach which enabled the authors to deduce and create four hypotheses from the basis of existing literature. The research design of the thesis was cross-sectional where the authors created an online questionnaire in order to gather primary data. The sample was gathered through a non-probability sampling technique called convenience sampling which gathered 141 responses.  Findings: Of the four hypotheses stated, all of them were accepted. Therefore, the authors of this paper could argue for the findings that SMMA was shown to have a significant impact on brand image. Secondly, brand image was evident to have a significant impact on purchase intention. Thirdly, brand image was shown to mediate the relation between SMMA and purchase intention. Lastly, SMMA also showed a significant impact on purchase intention. Another finding was that none of the control variables (gender, frequency of online purchase) was shown to have a significant impact on the results.  Conclusion: The authors of this paper concludes that SMMA affects consumer purchase intention through brand image as a mediator within the context of the Swedish electronic industry.