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The mediating effect of brand image on the relationships between social media advertising content, sales promotion content and behaviuoral intention

Ridwan Adetunji Raji (College of Communications and Media Sciences, Zayed University, Abu Dhabi, UAE)
Sabrina Rashid (Department of Media Management, School of Multimedia Technology and Communication, Universiti Utara Malaysia, Sintok, Malaysia)
Sobhi Ishak (Department of Media Management, School of Multimedia Technology and Communication, Universiti Utara Malaysia, Sintok, Malaysia)

Journal of Research in Interactive Marketing

ISSN: 2040-7122

Article publication date: 12 August 2019

Abstract

Purpose

This study aims to answer an important question of how brand-related communications, including advertising and sales promotion contents, which are disseminated on social media platforms, can enhance positive brand image and evoke favourable behavioural intention from consumers.

Design/methodology/approach

This study surveys 615 consumers of automotive brands across Malaysia. The data were analysed with AMOS, which was used to specify both the measurement and structural models. The mediating effect of both hedonic and functional brand images was tested using the bootstrapping approach in AMOS and Sobel test.

Findings

The findings reported in this research demonstrate that there are positive and significant relationships between social media advertising content, social media sales promotion content, hedonic brand image, functional brand image and behavioural intention. Both hedonic and functional brand images have significant mediating effects on social media advertising content, social media sales promotion content and behavioural intention. However, the relationship between social media advertising content and behavioural intention is insignificant.

Practical implications

This paper proffers insights to brand managers and marketers on how to leverage on social media contents by unearthing the roles of traditional marketing communications such as social media advertising and promotional information in enhancing brand preference and improving consumers’ purchase intention.

Originality/value

This research advances the discussions in the realm of social media communications and branding by examining the mediating effects of both hedonic and functional brand images of automotive brands. In addition, this study focuses on two essential marketing communications, advertising and sales promotions, which are commonly disseminated by brand managers on social media platforms.

Keywords

Citation

Raji, R.A., Rashid, S. and Ishak, S. (2019), "The mediating effect of brand image on the relationships between social media advertising content, sales promotion content and behaviuoral intention", Journal of Research in Interactive Marketing, Vol. 13 No. 3, pp. 302-330. https://doi.org/10.1108/JRIM-01-2018-0004

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited