The effect of social media marketing on purchase intention: The mediating role of brand awareness

This study investigates the effect of social media marketing on consumer purchase intention with brand awareness as a mediating variable, focusing on fast-food chain Burger King in Erbil, Iraq. As social media platforms continue to influence modern consumer behavior, understanding their role in shaping brand perception and purchase decisions has become crucial for marketing success. A quantitative, cross-sectional research design was employed, and data were collected from 400 active social media users through a structured questionnaire. The data were analyzed using SPSS software, employing correlation and regression analyses to test direct and mediating relationships among the variables. The results reveal that social media marketing has a significant positive effect on both brand awareness and purchase intention. Specifically, social media marketing explains 49.3% of the variance in purchase intention and 53.3% of the variance in brand awareness, while both factors together account for 56.9% of the variance in purchase intention. Furthermore, brand awareness was found to partially mediate the relationship between social media marketing and purchase intention, confirming its pivotal role in enhancing consumer engagement and driving purchasing behavior. These findings highlight that effective social media marketing not only strengthens brand recognition but also directly influences consumers' intention to purchase. The study provides valuable implications for marketers and business managers aiming to develop strategic, data-driven social media campaigns that enhance brand visibility, improve customer loyalty, and increase overall purchase intent in competitive markets.