The Influence of Social Media Advertising on Consumer Purchase Decisions: The Mediating Roles of Brand Perception, Attitudes, and Purchase Intention
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Abstract
This study aimed to examine the direct influence of social media advertising factors on consumer purchase decisions and investigate the mediating roles of brand perception, consumer attitudes, and purchase intention. The research employed a quantitative survey methodology to collect data from 400 Thai active social media users. Structural Equation Modeling (SEM) was used for data analysis and hypothesis testing. The results demonstrated that social media advertising factors—specifically, platform characteristics, user engagement, and influencer credibility—exert both direct and indirect effects, yielding significant total effects on purchase decisions. The structural model explained 66% of the variance in consumer purchase decisions (R² = .66). Furthermore, the results confirm that consumer brand perception, attitude, and purchase intention act as crucial full and partial mediators in this relationship. Theoretically, this study extends the Hierarchy of Effects model by confirming the sequential cognitive-affective-conative pathway in the context of digital advertising. The study highlights the importance of creating tailored content for specific social media platforms and leveraging authentic influencer partnerships to guide consumers through the decision-making process effectively. These findings contribute to the understanding of modern consumer behavior and offer practical guidelines for marketers to optimize their digital strategies in the post-pandemic era.
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