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Article
Publication date: 10 July 2024

Jusuf Zeqiri, Paul Sergius Koku, Costinel Dobre, Anca-Maria Milovan, Vjollca Visoka Hasani and Tetiana Paientko

Purpose. Based on the Uses and Gratifications Theory (UGT), theory of consumer brand engagement (CBE), and empirical findings, we examine the impact of social media marketing…

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Abstract

Purpose

Purpose. Based on the Uses and Gratifications Theory (UGT), theory of consumer brand engagement (CBE), and empirical findings, we examine the impact of social media marketing (SMM) on brand awareness (BA), consumer brand engagement (CBE), and purchase intention in emerging economies.

Design/methodology/approach

Data were collected in North Macedonia, Albania, Kosovo, Romania, and Ukraine from 1808 social media users, through a self-administered online survey. Partial least square structural equation modeling was used to assess the theoretical model, and a multi-group analysis to explore the differences between countries.

Findings

Social media marketing has a positive impact on brand awareness, brand engagement, and purchase intention, while country moderates the relationship between brand engagement and purchase intention. We reveal differences among countries regarding SMM's impact on brand engagement and purchase intention.

Practical implications

The study promotes SM's impact on brand communications, providing consumer insights that help companies design effective SMM strategies, using similarities and differences in emerging economies. The different levels of CBE and their different influences on purchase intention require a focus on the motivations for brand engagement in social media and the type of content preferred by consumers in each country. The originality of our research lies in our examination of the impact of social media marketing on consumer behavior in five emerging countries. Additionally, we are investigating how the country of origin influences the relationship between social media marketing, brand awareness, consumer behavior, and purchase intention in different countries.

Originality/value

The originality of our research lies in our examination of the impact of social media marketing on consumer behavior in five emerging countries. Additionally, we are investigating how the country of origin influences the relationship between social media marketing, brand awareness, consumer behavior, and purchase intention in different countries.

Details

Marketing Intelligence & Planning, vol. 43 no. 1
Type: Research Article
ISSN: 0263-4503

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Details

Journal of Enterprising Communities: People and Places in the Global Economy, vol. 17 no. 5
Type: Research Article
ISSN: 1750-6204

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Book part
Publication date: 8 August 2022

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Contemporary Approaches Studying Customer Experience in Tourism Research
Type: Book
ISBN: 978-1-80117-632-3

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