Integrated Social Media Marketing with Elaboration Likelihood Model (ELM) in Bali Indonesia

Marketing can be the heart of a business. E-WOM among its users can be a persuasive tool to encourage users to make purchases especially with social media support, which has become a part of daily life. The purpose of this study is to develop a comprehensive model to investigate the effect of social media marketing and e-WOM on consumer purchase intentions by integrating the elaboration likelihood model (ELM), and the theory of reasoned action (TRA). The analysis technique used is Partial Least Square (PLS). The research findings show that all variables have a direct and significant influence. However, their attachment to E- WOM did not mediate positively and significantly the effect of their attachment to social media marketing on purchase intentions. This means that the intention to make a purchase will be stronger because it is driven by a stronger marketing engagement through social media that serves as a reference for teenagers. This means that their attachment to E-WOM in this study does not have a role as a mediating variable. The results of the analysis are expected to be considered by producers and marketers, to be able to face further competition and can be used as an alternative business development strategy. In fact, for the government, this research is expected to be an input in policy making that drives the pace of economic growth in Bali. Key words: E-WOM, Social Media, purchase intention.