Social Media Attributes and Social Media Engagement on Purchase Intention: Concept Paper

Abstract

Social media plays a major role in the current business environment. There are considerable studies on social media that have been conducted globally. The objective of the research is to draw a conceptual model of the Social media factors affecting on Purchase intentions. Critical literature review has been done explore the conceptual model. Many theories of previous studies have discussed and findings of the previous research has summarized under empirical review. Number of dimensions of social media marketing affect the purchase intention found and concluded as four dimensions which as mostly influencing factors of social media Entertainment, Trendiness, Interaction and Electronic Word of Mouth were derived from the literature and categorized subset of the dimensions as media attributes and media engagement. Found