Impact of social media e-commerce on purchase intention, brand awareness and product evaluation in South Africa’s wellness sector

Abstract

This research investigates the impact of social media e-commerce on consumer purchase intention, brand awareness and product evaluation in the burgeoning South African wellness sector. It addresses the critical gap in understanding how local consumers engage with wellness brands online, despite the significant potential of platforms such as Facebook to drive commercial outcomes. The study is theoretically grounded in the theory of planned behaviour (TPB), the elaboration likelihood model (ELM), and social identity theory (SIT), offering a comprehensive lens on consumer decision-making in the digital age. Employing a quantitative, descriptive correlational design, data was collected from 190 South African e-commerce consumers via an online survey distributed on LinkedIn and WhatsApp. Analysis using SPSS and SmartPLS, including structural equation modelling, revealed strong empirical support for the eleven hypotheses formulated during the research. Key findings indicate that consumer attitudes are the strongest direct predictor of purchase intention, while content type significantly influences brand awareness. Notably, Facebook and TikTok users exhibited significantly higher purchase intention compared to non-users and user-generated content was more trusted than influencer promotions. The study provides robust empirical validation for an integrated theoretical framework in the context of an emerging market. Managerially, it provides actionable insights for strategic platform prioritisation, content optimisation (emphasising informative, visual, and user-generated content), building genuine trust and leveraging credible social influence to drive e-commerce success in the South African wellness sector. Limitations include its cross-sectional design, reliance on self-reported data and specific demographic focus, which suggest avenues for future longitudinal and comparative research.