Impact of social media marketing activities (SMMAs) on consumers’ purchase intentions in mainland China: the case of a luxury brand during the COVID-19 pandemic

Abstract

Although most luxury brands have experienced fewer sales during the COVID-19 pandemic, one luxury brand showed an upward trend in the third quarter of 2020. The primary purpose of this study is to examine the impact of this luxury brand's social media marketing activities (SMMAs) on consumers' purchase intentions based on a survey of its followers. Also, this study highlights the effect of brand image as a mediating variable between SMMAs and purchase intention. A questionnaire survey method was used to collect data from 171 followers of this luxury brand's social media. Data analysis was carried out using multiple regression and mediation analysis. The results indicate that SMMAs positively impact mainland Chinese consumers' purchase intentions, and this relationship is partially mediated by brand image. Hence, our results suggest that during the COVID-19 pandemic, SMMAs are important activities, if not more important than the pre-pandemic. SMMAs not only can help enhance the image of luxury brands, but they also contribute directly and indirectly (i.e., via brand image) to consumers' purchase intentions.