Understanding Purchase Intention in the Social Media Era: A Systematic Literature Review of Social Media Marketing, eWOM, Brand Image, and Brand Trust

Evita Novilia; Gleydis Harwida; Sudarmiatin; Agus Hermawan

doi:10.55927/ijis.v4i11.709

Authors

Evita Novilia Universitas Negeri Malang
Gleydis Harwida Universitas Negeri Malang
Sudarmiatin Universitas Negeri Malang
Agus Hermawan Universitas Negeri Malang

DOI:

https://doi.org/10.55927/ijis.v4i11.709

Keywords:

Purchase Intention, eWOM, Social Media Marketing, Brand Image, Brand Trust

Abstract

Understanding purchase intention in the digital era requires a comprehensive analysis of various marketing communication and psychological factors that shape consumer decisions. This study aims to provide a comprehensive understanding of purchase intention through a Systematic Literature Review (SLR) approach by examining the relationship between electronic Word of Mouth (eWOM), Social Media Marketing (SMM), brand image, and brand trust as key determinants. The literature search process was conducted following the PRISMA guidelines using Scopus, Emerald Insight, Elsevier, Google Scholar, and Cogen Business & Management databases with a publication period of 2010–2025. Of the total 150 articles identified, 20 articles met the inclusion criteria and were analyzed descriptively and thematically. The review results show that eWOM and SMM consistently have a positive effect on purchase intention, both directly and indirectly. Brand image and brand trust play a significant mediating role in strengthening the relationship between digital communication and consumer purchase intention. The findings also indicate that digital platform characteristics, user demographics, industry context, and information quality also influence the strength of the relationship between variables. This study provides an in-depth understanding of the mechanisms of purchase intention formation in the digital marketing environment and offers directions for further research related to the exploration of psychological and technological variables that are increasingly relevant to modern consumer behavior

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