The impact of social media marketing efforts on buying intentions within the brewing sector

Lima Ana (), Cruz Marco and Pacheco Jorge
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Lima Ana: ISCAP, Polytechnique of Porto, Porto, Portugal
Cruz Marco: ISCAP, Polytechnique of Porto, Porto, Portugal
Pacheco Jorge: ISCAP, Polytechnique of Porto, Porto, Portugal

Management & Marketing, 2024, vol. 19, issue 4, 618-643

Abstract: Social Media Marketing Activities (SMMA) encompass several dimensions that enhance brand engagement on social media platforms: Entertainment focuses on engaging users through fun; Interaction emphasises the two-way communication between the brand and its consumers; Trends involves leveraging current cultural and market trends; Personalisation deals with tailoring messages; Advertising refers to the direct promotion of products; e-WOM Intensity measures the frequency and spread of information; e-WOM Emotional Value evaluates the emotional impact of this information; and e-WOM Content evaluates the quality of information shared. This study used a quantitative methodology to explore the impact of social media marketing activities (SMMA) on Instagram on users’ purchase intentions, with specific reference to the SuperBock brand. Data collection was carried out using an online questionnaire. The survey was administered to a non-probabilistic convenience sample of 202 individuals recruited primarily from social media platforms where SuperBock has an active presence. The convenience sampling method is preferred due to its ease of implementation in research design, cost effectiveness and time efficiency. Statistical analysis of the data was carried out using SPSS software. The results indicate that all dimensions of SMMA on SuperBock’s Instagram have a positive impact on consumers’ purchase intentions. The dimension ‘Advertising’ exerts the most significant positive impact, followed by ‘Emotional Value’ and ‘Intensity of e-WOM’. It was found that e-WOM dimensions play a significant role in influencing consumers’ purchasing decisions. This study advances our understanding of how Instagram influences purchase intentions for SuperBock. The use of a non-probabilistic convenience sample limits the generalisability of conclusions.

Keywords: Social Media Marketing Activities; Instagram; e-wow; Buying intention; Brewing sector (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:manmar:v:19:y:2024:i:4:p:618-643:n:1003

DOI: 10.2478/mmcks-2024-0028

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