2026-04-16T01:14:09Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00011974 2025-10-22T05:15:50Z 1582963436320 1582963436320:1698989833663

Social Media Marketing Practices, Consumer Purchase Intention and Purchase Decision Towards the Myst Perfume in Yangon ( Mya Htay Tin, 2025) Mya Htay Tin This study examines the influence of social media marketing practices on consumer purchase intention and the subsequent effect on purchase decision regarding Myst Perfume. Social media marketing practices are information, interaction, trendiness, advertisements, and electronic word-of-mouth (E-WOM). Quantitative research method is used in this study. Primary data were collected through a structured questionnaire administered to 278 active users. The analysis reveals that all five dimensions of social media marketing have a significant and positive effect on consumer purchase intention, with E-WOM identified as the most influential factor. Trendiness and Advertisements also contribute substantially, reflecting consumers’ preference for brands that stay relevant to current social media trends and employ visually appealing, targeted advertising strategies. Furthermore, the study finds that information, interaction, trendiness, advertisement and E-WOM have above the somewhat level effect of purchase intention. Purchase intention has high level of effect of purchase decision. Based on these results, Myst Perfume has encouraged to focus on strengthening E-WOM campaigns and enhancing trend-based content, while maintaining provided information awareness advertisements and interactive engagement with followers. These strategic priorities will likely boost consumer engagement, elevate purchase intentions, and drive actual purchase behavior. 2025-06-01 https://meral.edu.mm/records/11974