Influencer marketing, brand image, and e-WOM: Driving purchase decisions through social media
DOI:
https://doi.org/10.53088/jmdb.v6i2.2570Keywords:
Social Media, Influencer Marketing, Brand Image, Electronic Word of Mouth, Purchasing DecisionsAbstract
This study examines the influence of influencer marketing, brand image, and electronic word of mouth (e-WOM) on consumers’ purchasing decisions through social media platforms. As social media increasingly shapes consumer behavior, understanding these determinants is crucial for businesses seeking to strengthen their digital marketing strategies. A quantitative research approach was employed, using a survey of 250 consumers who have made purchasing decisions for Maybelline lipstick products on the Shopee e-commerce platform. Data analysis in this study was conducted using multiple linear regression. The results reveal that e-WOM exerts the most significant influence on purchasing decisions, while influencer marketing and brand image show a positive but not significant influence. These findings highlight that authentic peer recommendations remain more persuasive than promotional influencer content or established brand perceptions.
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