INVESTIGATING THE INFLUENCE OF SOCIAL MEDIA ADVERTISING AND BRAND IMAGE ON CONSUMER PURCHASE INTENTIONS OF ORGANIC PRODUCTS

Abstract

In recent years, the global consumer landscape has witnessed a notable shift towards sustainable and health-conscious consumption patterns. This transition has been fueled by increasing awareness of environmental issues, concerns about personal well-being, and a growing recognition of the importance of ethical and responsible consumption practices. At the forefront of this trend are organic products, which have emerged as popular choices among consumers seeking alternatives that align with their values and preferences.

Organic products are characterized by their production methods, which eschew the use of synthetic pesticides, fertilizers, and genetically modified organisms (GMOs). Instead, they rely on natural and sustainable farming practices that prioritize soil health, biodiversity, and animal welfare. As a result, organic products are perceived as healthier, safer, and more environmentally friendly than their conventional counterparts. This perception has contributed to the rapid growth of the organic market, with consumers increasingly opting for organic food, beverages, cosmetics, and household products.

Central to the success of organic products in the marketplace is the role of marketing strategies in shaping consumer perceptions and purchase decisions. In particular, social media advertising and brand image have emerged as critical factors influencing consumer attitudes and behaviors towards organic products. Social media platforms such as Facebook, Instagram, Twitter, and YouTube have revolutionized the way brands interact with consumers, offering unparalleled opportunities for engagement, promotion, and advocacy. Through targeted advertising campaigns, sponsored content, and influencer partnerships, brands can reach vast audiences and communicate their messages effectively.

Moreover, brand image plays a pivotal role in shaping consumer perceptions of organic products. A brand's image encompasses the collective associations, beliefs, and impressions that consumers hold about the brand. It reflects not only the tangible attributes of the product but also the intangible qualities such as brand reputation, values, and identity. For organic products, brand image often evokes notions of authenticity, trustworthiness, and sustainability. Consumers are drawn to brands that embody these qualities, as they signal a commitment to ethical and responsible practices.

Despite the growing importance of social media advertising and brand image in the marketing of organic products, there remains a notable gap in the literature regarding their specific impact on consumer purchase intentions. While numerous studies have examined the factors influencing organic product consumption, relatively few have focused explicitly on the role of social media advertising and brand image in driving consumer behaviour in this context. Thus, there is a need for research to explore the dynamics of consumer decision-making and elucidate the mechanisms through which social media advertising and brand image influence purchase intentions of organic products.

This research paper aims to address this gap by investigating the influence of social media advertising and brand image on consumer purchase intentions of organic products. Drawing on established theories of consumer behaviour, social psychology, and marketing, this study seeks to develop a comprehensive understanding of the factors driving consumer preferences and behaviours in the organic products market. By examining the interplay between social media advertising, brand image, and consumer perceptions, this research aims to provide valuable insights for marketers and businesses seeking to optimize their marketing strategies and enhance consumer engagement in the digital age.