Effects of Social Media Marketing on Consumer Purchase Intention in the Retail Sector of Australia

This research aims to determine how social media marketing affects consumer purchase intent in Australia's retail industry. The study's main goal is see if impacts customer and brand equity as a moderator between dependent independent variables. data comes from Austria's sector based on five cities: Sydney, Perth, Melbourne, Brisbane, Adelaide. By utilizing channels the implementation of survey strategy, questionnaire with size 385 valid responses made available targeted audience industry Australia. mixed methodologies cross-sectional time horizon deductive strategy for this study used. findings show that positively correlates intention, moderates relationship variables, evidenced by correlation, regression, exploratory factor analysis.