Social media communication, consumer attitude and purchase intention in lifestyle category products: a PLS-SEM modeling

What is it about?

This research paper explores the intricate relationship between social media communication, consumer attitude, and purchase intention within the context of lifestyle category products. With the rapid proliferation of social media platforms, businesses have turned to these platforms to connect with consumers and influence their purchasing decisions. This study aims to provide an in-depth analysis of how social media communication strategies impact consumer attitudes and, in turn, influence purchase intentions. The study employs Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze the data collected from a sample of consumers. The results of this study contribute to our understanding of how social media influences consumer behavior in the lifestyle product sector, shedding light on the underlying mechanisms that drive consumer purchasing decisions. To achieve this, a comprehensive review of relevant literature is conducted, which reveals several key factors contributing to consumer behavior in the lifestyle category. Based on the findings, practical implications for businesses in the lifestyle category are discussed, offering recommendations for optimizing their social media strategies.

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