Social Media Marketing in the Localized International Contexts: Evidence from International Students' Engagement with Coffee Brand in China

Abstract

Guided by the Elaboration Likelihood Model (ELM), this study examines how social media platforms, content, and campaign persuade international students in China purchase intention towards coffee. The study employed structural equation modeling (SEM) on survey data from 216 international students in Jiangsu, China. The findings show that while content alone does not directly drive purchase intention, platform use and campaign quality significantly increase likelihood of purchase, with campaigns exerting the strongest influence. Customer satisfaction partially mediates this relationship, while brand engagement strengthens the platform–intention link and content authenticity offers a modest positive effect. Practically, marketers should focus on platform‑specific strategies, emotionally engaging campaigns, and authentic interactions to convert digital engagement into actual consumer action. The study shows how central and peripheral persuasion methods work together in a mobile-focused setting for foreigners, helping to broaden our understanding of marketing strategies from various viewpoints