TITLE:
The Impact of Social Media Marketing Strategies on Consumer Purchase Intention in the Brewery Industry in Liberia
AUTHORS:
Benetta S. Blessed Daye, Fenfen Zhao
KEYWORDS:
Social Media Marketing, Purchase Intention, Brewery Industry, Consumer Behavior, Digital Marketing Strategy
JOURNAL NAME:
Open Access Library Journal,
Vol.12 No.10,
October
10,
2025
ABSTRACT: This study examines the effect of social media marketing strategies on consumer purchase intention in the brewery industry using a primary dataset collected through online questionnaires from Liberian consumers. Grounded in the Social Media Marketing Activities (SMMA) framework and Theory of Planned Behavior, the research tests whether entertainment, interaction, trendiness, customization, and advertising predict consumers’ likelihood to purchase brewery products after exposure to social media content. Reliability analysis indicates acceptable internal consistency for multi-item scales (Cronbach’s α: Entertainment = 0.768; Customization = 0.888; Trendiness = 0.658; Advertising = 0.892). Descriptively, 48.0% of respondents reported having purchased a brewery product because of social media marketing. Correlation analysis shows positive associations between purchase likelihood and trendiness (r = 0.314), advertising (r = 0.233), interaction (r = 0.233), customization (r = 0.218), and entertainment (r = 0.171). However, a multiple regression model with SMMA dimensions as predictors explains a modest portion of variance in purchase likelihood (R = 0.594) and did not yield statistically significant individual predictors at p