Abstract: This study investigates the impact of social media advertising on the purchasing intentions of Ghanaian consumers toward Kingsbite Chocolate, with a focus on the mediating role of brand perception. As social media rapidly transforms marketing practices in emerging economies like Ghana, understanding how digital advertisements influence consumer behavior in the local confectionery market is critical. Kingsbite Chocolate, a leading Ghanaian brand known for its authentic use of 100% Ghanaian cocoa, serves as the case study for exploring these dynamics. The research assesses key social media advertising dimensions-content quality, design appeal, advertisement frequency, and interactivity-and examines their direct effects on purchase intention as well as indirect effects through brand perception. Method: Employing a quantitative methodology using structured questionnaires administered to 359 active social media users in Ghana, the study applied regression and mediation analyses to test theoretical hypotheses rooted in the Theory of Planned Behavior and brand equity frameworks. Results: The findings indicate that while content quality, advertisement frequency, interactivity, and design appeal positively influence brand perception, only content quality, frequency, and interactivity have significant direct impacts on purchase intention. Brand perception significantly mediates the relationship between social media advertising and purchasing intentions, underscoring its critical role as a cognitive and emotional bridge in consumer decision-making. Among the advertising dimensions, interactivity emerged as the most influential factor in shaping both brand perception and purchase intention. Conclusion: The study highlights the effectiveness of Kingsbite Chocolate's social media campaigns in fostering engagement, trust, and cultural affinity, thus driving consumer loyalty within a competitive market shaped by economic, social, and cultural considerations. Practical implications emphasize the need for marketers to prioritize interactive and culturally resonant content to enhance brand perception and conversion rates. The research contributes valuable insights for digital marketing strategies tailored to emerging markets and supports Ghana's broader objectives of promoting local cocoa value addition and sustainable industry growth.
Keywords: Social media advertising; consumer purchase intention; brand perception; confectionery marketing; Ghanaian consumers.
Title: The Impact of Social Media Advertisement on the Ghanaian Consumers’ Purchasing Intention towards Kingsbite Chocolate: The Mediating Role of Brand Perception
Author: Ayivor Bernard, Afram Akwasi Michael, Ayivor Ebenezer
International Journal of Thesis Projects and Dissertations (IJTPD)
Vol. 14, Issue 2, April 2026 - June 2026
Page No: 45-58
Research Publish Journals
Website: www.researchpublish.com
Published date: 25-May-2026
