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The Influence of Social Media Marketing on Purchase Intention in Low-Internet Contexts of Ethiopia: The Mediating Role of Brand Image

Satinder Kumar & Yibeltal Nigussie Ayele

South Asian Journal of Management2026https://doi.org/10.62206/sajm.32.4.2025.64-93article
ABDC C
Weight
0.50

What the paper says

The South Asian Journal of Management (SAJM) is a scholarly academic journal, published quarterly, by the Association of Management Development Institutions in South Asia (AMDISA). AMDISA is an international not for profit association and a "Recognised Body" of the South Asian Association for Regional Co-operation (SAARC) - the inter-governmental agency. To know more about AMDISA and its activites please visit http://www.amdisa.org.

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https://doi.org/https://doi.org/10.62206/sajm.32.4.2025.64-93

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@article{satinder2026,
  title        = {{The Influence of Social Media Marketing on Purchase Intention in Low-Internet Contexts of Ethiopia: The Mediating Role of Brand Image}},
  author       = {Satinder Kumar & Yibeltal Nigussie Ayele},
  journal      = {South Asian Journal of Management},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.62206/sajm.32.4.2025.64-93},
}

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The Influence of Social Media Marketing on Purchase Intention in Low-Internet Contexts of Ethiopia: The Mediating Role of Brand Image

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.