Unveiling the Dynamics: Exploring the Stimulus-Organism-Response (Sor) Model in the Context of Social Media Influencer Marketing, Electronic Word of Mouth, and Purchase Decisions, With a Focus on the Mediating Role of Brand Awareness

Abstract

In recent years, YouTube, Facebook, and Instagram, which were originally designed to only provide users with a means of sharing and consuming content, have emerged as major channels for marketing products and services. The exceptional growth of online users in Pakistan makes social media advertising prevalent in the country. In addition to that, the use of electronic word of mouth and social media influencers has become one of the most recent forms of advertising in response to this shift. The goal of this research was to determine if and how brand awareness influences the effectiveness of social media influencer marketing, the spread of positive product reviews online, and ultimately, customer purchases. This study used the SOR Model to analyze how social media influencer marketing, brand awareness, electronic word of mouth, and consumer decisions are related. Quantitative methods were used since they were thought to be the most effective way to complete the study. In addition, 385 responses from those who utilize social media were gathered for this analysis. Using a convenience sampling technique, online questionnaires were used to collect data. Furthermore, data were analyzed through SPSS V- 21 for statistical analysis and Smart PLS-SEM for modeling and hypothesis testing. Considering the study's objectives, the measuring model, structural model, and mediation analysis were evaluated for validity. A significant finding of the study was that brand awareness, electronic word of mouth, and social media influencer marketing were associated with consumer purchase decisions. Additionally, the current study has filled a literature gap by identifying potential opportunities for further research on this topic in the context of online marketing and e-commerce in Pakistan.