The Impact of Social Media Marketing Strategies on the Online Purchase Intention of Guangxi Zhuang Brocade Products

Abstract

Digital transformation has positioned social media as a dominant marketing channel; however, empirical evidence regarding its effectiveness in promoting traditional cultural products remains limited. This study investigates the impact of Social Media Marketing (SMM) strategies on consumers’ online purchase intention toward Guangxi Zhuang brocade products, a representative form of China’s intangible cultural heritage. Drawing on the Theory of Planned Behavior, Electronic Word-of-Mouth (eWOM) theory, and Cultural Identity Theory, this study proposes a conceptual framework in which Brand Awareness, Brand Trust, Electronic Word-of-Mouth, and Cultural Identity act as mediating variables between SMM and Purchase Intention. A quantitative research approach was employed, and data were collected from 500 active social media users. Structural Equation Modeling using Partial Least Squares (SEM-PLS) was applied for data analysis. The results indicate that Social Media Marketing has significant positive effects on all mediating variables, which in turn significantly influence purchase intention. Among these factors, Cultural Identity and Electronic Word-of-Mouth emerge as the most influential determinants. The findings suggest that effective social media marketing for traditional cultural products requires not only brand exposure but also culturally authentic communication and peer-based interaction. This study contributes to digital marketing literature by extending social media marketing theory to the context of intangible cultural heritage and provides practical implications for sustainable cultural branding.