Effects of Social Media Marketing on Consumer Purchase Intention in the Retail Sector of Australia

Authors

  • Syed Ibrar Hussain Ph.D. Student, Faculty of Business, Education, Law and Arts, School of Business. University of Southern Queensland, Toowoomba, Australia.
  • Ranga Chimhundu Senior Lecturer (Marketing), Faculty of Business, Education, Law and Arts, School of Business. University of Southern Queensland, Toowoomba, Australia.

DOI:

https://doi.org/10.32996/jbms.2023.5.1.8

Keywords:

Social media marketing; customer purchase intent; retail industry; deductive research; brand equity

Abstract

This research aims to determine how social media marketing affects consumer purchase intent in Australia's retail industry. The study's main goal is to see if social media marketing impacts customer purchase intent and brand equity as a moderator between dependent and independent variables. The data comes from Austria's retail sector and is based on five cities: Sydney, Perth, Melbourne, Brisbane, and Adelaide. By utilizing social media channels in the implementation of the survey strategy, a survey questionnaire with a size of 385 valid responses is made available to a targeted audience of the retail industry in Australia. The mixed methodologies research with a cross-sectional time horizon and a deductive research strategy for this study is used. The study's findings show that social media positively correlates with consumer purchase intention, and brand equity moderates the relationship between the dependent and independent variables, as evidenced by correlation, regression, and exploratory factor analysis.

Author Biography

  • Syed Ibrar Hussain, Ph.D. Student, Faculty of Business, Education, Law and Arts, School of Business. University of Southern Queensland, Toowoomba, Australia.

    Currently, Syed Ibrar Hussain is a candidate of Ph.D. specialized in (Digital Marketing) Business Management, under the supervision of highly qualified researchers of University of Southern Queensland, Australia. He has worked as a Lecturer for the department of Business Management and Social Sciences at The Millennium Universal College (TMUC). The Millennium Universal College is a top International University of Pakistan offering international courses. Syed Ibrar has also completed his Master’s in Business Management specialized in Project Management, at BPP University London. He has also completed his Bachelor’s in Business and Management specialized in Finance, at BPP University London. His research includes the impact of digital marketing activities on consumer purchase intention in retail industry. In the past, he has also done his research on Mobile Marketing and the impact of motivation on employee performance.

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Published

2023-01-23

Issue

Vol. 5 No. 1

Section

Research Article

License

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

Hussain, S. I., & Chimhundu, R. (2023). Effects of Social Media Marketing on Consumer Purchase Intention in the Retail Sector of Australia. Journal of Business and Management Studies, 5(1), 69-88. https://doi.org/10.32996/jbms.2023.5.1.8