Systematic Literature Review and Plans for Further Study on the Relationship Between Social Media Marketing Drivers and Purchase Intention

Abstract

: Social media marketing (SMM) has become a central component of contemporary digital marketing strategies, profoundly influencing consumer decision-making processes. This systematic literature review synthesizes existing knowledge on the key drivers of social media marketing and their relationship with consumer purchase intention. Drawing on a comprehensive examination of scholarly work, the review identifies the most consistently examined drivers, including electronic word-of-mouth (eWOM), interaction, entertainment, trendiness, customization, trust, informativeness, and influencer-related attributes. The synthesis reveals that these drivers exert both direct and indirect effects on purchase intention, frequently mediated by constructs such as brand trust, brand image, consumer attitude, engagement, and perceived value. Moderating influences of culture, demographic characteristics, product category, and platform type are also highlighted. Methodologically, the literature is dominated by quantitative approaches employing structural equation modeling. The review further identifies critical research gaps, including limited longitudinal designs, insufficient cross-cultural comparisons, under-exploration of emerging platforms and technologies (such as artificial intelligence-driven personalization and virtual influencers), and sparse attention to dark-side effects such as privacy concerns and content saturation. Based on these gaps, a structured agenda for future research is proposed. The findings offer theoretical consolidation and practical guidance for marketers seeking to design more effective social media strategies that convert engagement into purchase intention.