Social Media Content, Brand Perception, and Purchase Intentions: An Empirical Study in Bagalkot City
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Abstract
This empirical study investigates the interrelationships among social media content characteristics, brand perception formation, and purchase intentions in the emerging urban market of Bagalkot City, Karnataka. Drawing upon a sample of 350 social media users who actively engage with branded content, the research examines how content dimensions—informativeness, entertainment value, and interactivity—influence brand perception and subsequently shape purchase intentions. Employing structural equation modeling with bootstrap mediation analysis, findings reveal that social media content significantly enhances brand perception (β = 0.586, p < 0.001), which in turn strongly predicts purchase intentions (β = 0.542, p < 0.001). Brand perception partially mediates the content-purchase intention relationship, accounting for 58.2% of the total effect. Among content dimensions, interactivity demonstrates the strongest influence on brand perception, followed by informativeness and entertainment value. The study contributes to digital marketing scholarship by elucidating content-specific mechanisms in emerging urban contexts and offers actionable implications for marketers targeting tier-2 Indian cities.
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