Elucidating the relationship of social media usage and e-WOM with brand related purchase decision involvement: an integrated meta-framework approach

The study tends to observe the impact of social media usage, electronic word of mouth on purchase decision involvement in the presence of social media-based engagement. The study has also observed the relationship of social media and social media-based engagement, and relationship between e-WOM and social media-based engagement. The study has used Electronic word of mouth and perceived control theory, social exchange theory and social penetration theory to conduct this research. The present study has used SMART PLS tool and SEM technique to measure the results. A sample of 286 social media users responded through convenient sampling technique. The findings of the research unfold that social media usage has an impact on purchase decision involvement in the presence of mediating variable social media based engagement, and e-WOM has an impact on purchase decision involvement in the presence of mediating variable social media based engagement. Further studies should use other social media dimensions and study social media based engagement with other variables.