Brand Awareness and Tourism Product Purchase Intention Among Social Media Users: A Moderated Mediation Model

Authors : Berna Ercan, Ömer Saraç

Pages : 86-106

Doi:10.32958/gastoria.1706993

View : 44 | Download : 32

Publication Date : 2025-10-19

Article Type : Research Paper

Abstract :A comprehensive review of the literature reveals that studies examining the relationships among brand awareness, perceived value, and purchase intention in the context of social media users are limited in number. Accordingly, this study aims to investigate the mediating role of perceived value in the effect of brand awareness on tourism product purchase intention among social media users. Additionally, the moderating role of age is also evaluated within the research model. The data for the study were collected via Instagram, one of the leading social media platforms, and a total of 397 valid responses were obtained. The proposed model was tested using SPSS 22 and AMOS 22, along with the Hayes PROCESS Macro version 4.2. The findings reveal that brand awareness positively and significantly affects the purchase intention of tourism products among social media users. Furthermore, perceived value plays a partial mediating role in the relationship between brand awareness and purchase intention, and the age variable exhibits a moderating effect. The findings are discussed, and both theoretical and practical implications of the study are presented.
Keywords : Sosyal medya pazarlaması, Marka farkındalığı, Algılanan değer, Satın alma niyeti

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