“…More specifically, the framework argues that the three proposed drivers or stimuli of social media advertising (i.e., entertainment, interaction, and e-WOM) interact to both brand image and consumers' intention to purchase. This assertion is supported by similar studies in the field (Seo and Park, 2018;Işık et al, 2024a;Islam et al, 2022;Işık et al, 2024b;Dehghani et al, 2015;Islam et al, 2024;Bilgin, 2018;Algharabat, 2017;Rana et al, 2023;Islam et al, 2020;Godey et al, 2016;Islam et al, 2021). Within this context, Seo and Park (2018) and Bilgin (2018) found that entertainment and interaction significantly influence the brand image of products in social media advertising, and e-WOM also exerts a noteworthy impact on these components (Godey et al, 2016).…”