INFLUENCE OF DIGITAL AND SOCIAL MEDIA MARKETING TO ELEVATE CONSUMER PURCHASE INTENTION: MODERATING ROLE OF BRAND AWARENESS

Abstract

The intention behind a customer's buying decisions plays an importantl role in moulding their choices. By analyzing brand image, this study explored the influence of social media interactivity, social media interaction, and digital marketing strategies on purchase intention. The study also explored the role of brand awareness as a moderator. This study is based on quantitative analysis. The data was collected from customers of restaurants located in Riyadh. The data was collected using a questionnaire designed in the Likert scale format. This research used convenience sampling to reach the desired participants. The collected data was analysed utlising Smart PLS 4. The study findings confirm that brand image is greatly influenced by social media entertainment and digital marketing strategies. Furthermore, the brand image has a significant influencet on purchase intention. In addition, there is statistical evidence to support the mediating effect of brand image. The result also highlights the impa of brand awareness on the relationship between brand image and purchase intention. The findings are valuable for policymakers and those in academia.