Assessing the Influence of Brand Ambassador and Social Media Marketing on Consumer Purchase Intention: A Study of Sensodyne's #OpenToWork Campaign

Abstract

The increasing use of digital marketing has encouraged companies to integrate brand ambassadors and social media marketing to enhance consumer purchase intention. This study examines the influence of brand ambassador effectiveness and social media marketing on consumers’ purchase intention toward Sensodyne products through the #OpenToWork campaign. A quantitative approach was employed using a survey of 111 respondents familiar with the campaign. Data were collected through an online questionnaire using a five-point Likert scale and analyzed using multiple linear regression with IBM SPSS. The findings reveal that brand ambassador have not an effect on purchase intention. Meanwhile, social media marketing has a positive and significant effect on purchase intention. The brand ambassador does not contribute to strengthening consumer trust and favorable brand perceptions, while social media marketing enhances consumer engagement and communication through digital platforms. This study extends the digital marketing communication literature by providing empirical evidence on the combined role of brand ambassadors and social media marketing in shaping purchase intention within a social campaign context. The findings offer practical insights for companies seeking to optimize integrated digital marketing strategies.