The Impact of Brand Awareness, Digital Influencers, and Word of Mouth on Purchase Intentions: Evidence from Jordanian SMEs

Introduction: This study examines the definitional linkages between brand awareness, digital influencer marketing, word-of-mouth (WOM) communication, and purchase intentions within digital marketing contexts. The primary goal is to explore how these elements influence consumer purchasing decisions in the era of digital marketing. As the digital landscape continues to evolve, understanding the interplay between these factors becomes increasingly critical for marketers aiming to enhance customer engagement and drive sales. Methods: An online survey was distributed to 344 MSME (Micro, Small, and Medium Enterprises) owners, collecting data relevant to their perceptions of digital marketing, brand awareness, and their interactions with digital influencers and WOM communication. The research employed Partial Least Squares Structural Equation Modeling (PLS-SEM) for statistical analysis, using SmartPLS software to evaluate the relationships among the studied variables. Results: The findings indicate that digital influencer promotions, brand awareness, and WOM communication all exert strong positive effects on consumer purchase intentions. Specifically, digital influencer marketing and WOM interactions are significantly correlated with heightened brand awareness, which in turn positively influences consumer decisions to purchase. These results highlight the importance of leveraging digital marketing strategies that incorporate these elements to drive consumer buying intentions. Conclusions: The study demonstrates that digital marketing strategies based on brand awareness, influencer promotions, and WOM interactions can significantly enhance consumer purchase intentions. The findings offer new insights into how digital marketing approaches shape user behavior, providing valuable guidance for marketers to optimize their online marketing efforts. Further research should explore how these factors interact across different cultures and geographic regions, offering a broader understanding of their impact on global consumer behavior.