Role of Brand in Social Media Marketing towards Online Purchasing; A Case of Consumer Durable Products

Abstract

The Purpose of this research is to determine the relationship between social media marketing construct and online purchase decision of consumer durable industry. The current research determines about the brand which mediates the relationship between social media marketing constructs and purchase decision. The primary data was gathered from social media users purchasing products online in Indore. 496 valid respondents influence by social media purchasing ‘consumer durable products’ were analyzed through structural equation modeling using AMOS. The results showed that social community, social publishing, social commerce, security and convenience have positive and significant mediating impact of brand in online purchasing decision of consumer durable products Brand does not play as mediator in case of constructs like promotional usefulness and enjoyment in online purchasing of consumer durable products.