Purpose Despite brands’ growing use of social media, most research has overlooked the impact of brand perceptions, particularly that of a family brand identity and perceptions of authenticity. Often the purpose of a social media post is to positively change or enhance these perceptions and, consequently, increase a consumer’s purchase intentions. However, how a post influences purchase intentions, that is, the post-to-purchase journey, is not well understood. This study aims to investigate how characteristics of social media post influence purchase intentions through the mediated effects of social media engagement and perceptions of brand authenticity and how a family brand identity enhances this post-to-purchase journey. Design/methodology/approach Drawing on signalling theory, a sequential mediation model is devised, reflecting the post-to-purchase journey. Starting with identifying desirable characteristics of social media content, the sequential roles of social media engagement and brand authenticity and ending with purchase intentions – with the impact of family brand identity overlayed at each step. This model is analysed using partial least squares structural equation modelling and data from 227 UK consumers. Findings Four desirable characteristics of social media posts are affirmed – creativity, information, persuasion and inspiration. Each was theoretically justified as costly signals and captured different aspects of effective content, indicating their relative importance. The proposed post-to-purchase journey is supported, with family brand perceptions enhancing each step. Originality/value Addressing a need to look beyond current conceptualisations and theoretical underpinnings, this paper puts forward a post-to-purchase journey, incorporating brand-related perceptions, resulting in a deeper understanding of how social media builds purchase intentions.

This article is based on a Learning Lounge educational session that took place on 22nd October 2022, as part of Infectious Diseases Society of America (IDSA) IDWeek™ 2022 held in Washington, D.C., USA. The objectives of the Learning Lounge were to enhance understanding of the principal reasons for patients’ vaccine hesitancy based on key sociocultural, behavioural, and psychological factors; identify the general communication ‘cues’ and specific psychosocial objections that signal a patient’s inclination to vaccine bias; and help healthcare professionals (HCP) learn how to address vaccine hesitancy based on patients’ cognitive and behavioural biases. The knowledge shared in this Learning Lounge can help guide and assist HCPs in recognising and addressing vaccine hesitancy, thereby supporting effective conversations with patients and/or their caregivers, and drive more personalised solutions to improve acceptance of vaccinations. The Learning Lounge was hosted by Christopher Graves, Founder and President of the Ogilvy Centre for Behavioral Science, New York, New York, USA., who is an expert on vaccine hesitancy and guiding HCPs on recognising and addressing this phenomenon. Graves was joined by Wendy Wright, Partners in Healthcare Education, LLC, Bedford, New Hampshire, USA, and Todd Wolynn, Kids Plus Pediatrics, Pittsburgh, Pennsylvania, USA, in a roleplay discussion to highlight cognitive biases that are relevant to vaccine hesitancy, and how these might be addressed in clinical practice.