This study examined social media marketing and consumer purchase intention of smartphones among University of Benin students. The research focused on four components of social media marketing: Influencer Marketing (INM), Content Marketing (COM), Social Media Ads (SMA), and Social Media Viral Marketing (SMV). A sample size of 395 students was selected using a stratified random sampling technique, and data were collected through a structured questionnaire. The data were analyzed using descriptive statistics and regression analysis. The findings revealed that INM significantly influences purchase intention (B = 0.666, β = 0.731, p < 0.001), while COM, SMA, and SMV showed no significant effects. Based on the findings, it is recommended that brands prioritize influencer marketing by partnering with credible influencers who resonate with university students, re-evaluate content marketing strategies to improve personalization and engagement, and enhance the creativity of social media advertisements. Additionally, integrating viral marketing with other strategies like influencer endorsements can amplify its effectiveness.
Keywords: Content marketing, Purchase Intention, Smartphone, Social Media Marketing, digital advertising, influencer marketing
