DIGITAL MARKETING COMMUNICATION MODEL: ANALYSIS OF SOCIAL MEDIA ADVERTISING, ELECTRONIC WORD OF MOUTH TO REVISIT INTENTION IS MEDIATED BY BRAND IMAGE

Abstract

The role of social media is more than just conveying messages. Social media has become an effective and efficient promotional platform. The COVID-19 pandemic is helping to accelerate this process of change. Conventional retail is required to be able to answer the challenges of change in order to survive a pandemic. Social media is key to the sustainability of retail businesses to stay connected with consumers. Social media plays a vital role in attracting the revisit intention of consumers. This study used multivariate analysis with SEM tools. The data collection method used is nonprobability sampling. The population studied was individuals who had shopped at physical stores and accessed social media of store. This study analyzes the role of brand image in mediating social media advertising and E-WoM to revisit intention.