The Causal Relationship Model of Social Media Marketing, E-WOM and Image on Purchase Intention of Engine Oil Products on Facebook Pages of Consumers in Thailand

Abstract

This article aimed to (1) develop and validate a causal relationship model, and (2) investigate the causal factors influencing Thai consumers' purchase intentions toward engine oil products on Facebook pages. A quantitative approach was employed. Data were collected via an online questionnaire using convenience sampling from 500 Thai consumers who had previously purchased these products on Facebook. The data were analyzed using descriptive statistics, Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM). The results revealed that the proposed model fit the empirical data excellently, with all research hypotheses statistically supported (p < 0.001). Brand image exerted the strongest direct effect on purchase intention (β = 0.389), followed by electronic word-of-mouth (e-WOM) (β = 0.302) and social media marketing (β = 0.287), respectively. Furthermore, brand image acted as a significant mediator, demonstrating indirect effects on purchase intention from both e-WOM (βindirect = 0.205) and social media marketing (βindirect = 0.169). Furthermore, e-WOM had the most profound direct impact on brand image (β = 0.528). In conclusion, this study highlights the pivotal role of brand image and e-WOM in driving online purchase intentions. From a practical perspective, business operators should strategically prioritize cultivating a positive brand image alongside stimulating authentic e-WOM on social media platforms. By implementing these strategies, businesses can effectively elevate consumer purchase intentions, ultimately leading to increased sales and sustainable growth in the digital era.