Please use this identifier to cite or link to this item: https://hdl.handle.net/10321/5154
Title: The effect of social media brand engagement on South African consumers’ purchase intentions
Authors: Ntobaki, Paballo
Buthelezi, Makhosazane
Keywords: Social media;Brand engagement;Consumer behaviour;Purchase intentions
Issue Date: 2023
Publisher: Durban University of Technology
Source: Ntobaki, P. and Buthelezi, M. 2023. The effect of social media brand engagement on South African consumers’ purchase intentions. African Journal of Inter/Multidisciplinary Studies. 5(1): 1-14. doi:10.51415/ajims.v5i1.1158
Journal: African Journal of Inter/Multidisciplinary Studies; Vol. 5, Issue 1
Abstract: 
Social media has perennially transformed consumers’ purchasing cycles. Today, consumers can effortlessly conduct online information searches about brands based on their interest in brands' social media pages or read brand reviews made by other consumers on social media networks. Social media is undisputedly characterised by ratings, comments, reviews, and other features found on websites that indicate what users think of the content being discussed. Taking note of what users say on social media and engaging in discussions is a great way for brands to influence these discussions and condition consumers’ purchase decisions and intentions. To achieve the objectives of this research, this study adopts a quantitative research method in which convenience and purposive sampling were utilised to recruit research participants. Self-administered, structured questionnaires are used to collect primary data. Both descriptive and inferential statistics are utilised in this study. Data is analysed using the Statistical Package for Social Sciences (SPSS) version 24.0. The outcomes of this research advocate that social media is an immensely powerful communication tool that can be used to shape consumers’ purchase intentions.
URI: https://hdl.handle.net/10321/5154
ISSN: 2663-4597
2663-4589 (Online)
DOI: 10.51415/ajims.v5i1.1158
Appears in Collections:Research Publications (Arts and Design)

Files in This Item:
File Description SizeFormat
Ntobaki_Buthelezi_2023.pdf406.91 kBAdobe PDFView/Open
AJIMS Copyright Clearance.docxCopyright clearance215.85 kBMicrosoft Word XMLView/Open
Show full item record

Page view(s)

42
checked on May 16, 2024

Download(s)

13
checked on May 16, 2024

Google ScholarTM

Check

Altmetric

Altmetric


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.