The Influence of Social Media Marketing Activity on Purchase Intention in the Beer Sector: Case of SuperBock's Instagram

Over the last decade, social media has transformed the way brands interact with their audiences, forcing them to establish a digital presence based on consumer preferences and, at the same time, building a relationship with them. This study focuses on the influence that Instagram has on purchase intentions in the largest beer brand in Portugal, “SuperBock,” which also has a high level of engagement among its audience on the platform. Previous studies have shown that Social Media Marketing Activities (SMMA) were based on the dimension’s entertainment, interaction, fad, customization, announcement, e-Wom intensity, e-Wom skirt, and e-Wom content (Kim and Ko in J. Bus. Res. 65:1480–1486, 2012). A quantitative methodology was followed using an online questionnaire. The sample was non-probabilistic, for convenience, consisting of 202 individuals. The results obtained show that all SMMA on SuperBock's Instagram positively influences the purchasing intention of its consumers, with the “advertising” dimension having a greater positive impact on respondents, followed by the “emotional value of e-Wom” dimensions. and “e-Wom intensity.” Simultaneously, the dimensions of e-Wom also influence consumers’ purchase intention. The results confirm that SuperBock Instagram SMMA had a positive influence on consumer purchase intentions, with the advertising dimension having the most significant impact.