An Empirical Analysis of the Impact of Social Media Data on Consumer Brand Cognition and Purchase Intention

With the rapid development of social media, its influence on consumer purchase decision-making process is becoming increasingly significant. This study aims to explore the impact mechanism of social media data on consumer brand cognition and purchase intention. By constructing a structural equation model, large-scale user data collected from multiple mainstream social media platforms are analyzed. The results show that brand-related content, user interaction and opinion leader evaluation on social media have a significant positive impact on consumer brand cognition. Brand cognition has an indirect impact on purchase intention through brand attitude and perceived value, while promotional information and word-of-mouth communication on social media have a direct impact on purchase intention. In addition, this study also found that different types of social media platforms have differences in influencing consumer decision-making process. Based on the research results, this paper puts forward practical suggestions on how enterprises can effectively use social media data to enhance brand awareness and stimulate consumer purchase intention. This study provides new empirical evidence for understanding consumer behavior in the social media environment, which has important guiding significance for enterprises to formulate social media marketing strategies.