Published Online:February 2026
Product Name:The IUP Journal of Marketing Management
Product Type:Article
Product Code:IJMM030226
DOI:10.71329/IUPJMM/2026.25.1.52-75
Author Name:Vineesh A K
Availability:YES
Subject/Domain:Marketing
Download Format:PDF
Pages:52-75
The study uses the theoretical models of Social Influence Theory, Information Processing Theory, and Theory of Planned Behavior to explain the effect of social media marketing (SMM) tools on young, rural customers’ online purchase intention. The mediating effect of attitude and the moderating effect of gender were analyzed. Primary data was collected from 510 social media users, specifically rural youth from Kerala. Partial least squares multi-group analysis (PLS-MGA) was used for data analysis. The results indicate that SMM tools, such as live streaming, celebrity endorsement, online reviews, and social media advertising, positively influence users’ online purchase intention. Therefore, online retailers should give due care on negative online comments and address it promptly. Attitude significantly mediated the effect of SMM tools on online purchase intention. Gender-wise differences were also found in the effect of live streaming-based SMM tools on the online purchase intention of young, rural social media users in Kerala.
With the rapid advancement in technology and changing habits of customers, online marketing has emerged as an important tool to explore business potential (Ebrahim, 2020). In the digital era, the use of social media platforms has become a necessity for retailers to create and retain customers (Cao et al., 2021). Social networking sites like Instagram, Facebook, WhatsApp, etc. have been recognized as an ideal platform for online marketing among youth (Busalim & Ghabban, 2021; Nekmahmud et al., 2022). People often use social media sites to create, communicate, share and interact knowledge and experience about products and services (Berthon et al., 2012).