EXPLAINING NEXUS BETWEEN BRAND COMMUNICATION ON SOCIAL NETWORK SITES (SNS) AND ONLINE CONSUMER’S PURCHASE INTENTIONS: A TEST OF AFFECTIVE AND COGNITIVE MEDIATORS

Abstract

With the advancements in the digital media ecosystem, and particularly the proliferation of social networking sites (SNS) and their audiences, it is important to comprehend the role social media plays in marketing efforts. This study assesses the direct and indirect impact of SNS-based brand communication on Online Purchase Intention (OPI) in the online consumer market. Having literary support, Brand Attachment (BAT), and Online Brand Experience (OBE) were modeled as major mediators of the study under consideration. Seven hypotheses were made, and the AMOS 22.0 and SPSS 25.00 were employed to assess the relationship among the focal variables for three hundred and five respondents. The findings of the study reveal that Brand Communication (BC) on SNS has a significant positive impact on OPI. Limitations, future research directions, and management and academic ramifications are highlighted.