Abstract
With the proliferation of digital platforms, social media marketing has emerged as a
powerful tool for influencing consumer purchase behaviors. In the context of white
goods—such as refrigerators, washing machines, air conditioners, and dishwashers—
social media content including advertisements, reviews, influencer promotions, and
brand engagement plays a significant role in shaping consumer purchase intentions.
This study examines the impact of social media marketing on consumers’ purchase
intentions towards white goods.