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This study aims to assess how electronic word of mouth (EWOM) and social media advertisement (SMA) influence consumers’ Purchase Intention through trust and consumer engagement as mediating factors. The growing prevalence of social media marketing has made it necessary to understand the impact of electronic communication on the decision-making process of consumers. However, social media marketing’s engagement and trust aspects have received little attention. This research aimed to determine the extent to which EWOM and SMA influences purchase intention and to analyse the role of trust and consumer engagement in these relationships. Using quantitative research, the data were collected from 216 respondents aged 18-25 selected through non-probability convenience sampling. The data was analysed using PLS-SEM. The result of the study suggests that SMA significantly and positively influences consumer purchase intention, consumer engagement, and trust. Conversely, EWOM did not have a significant direct effect on purchase Intention. trust and consumer engagement were significant mediators. The findings suggest that while the EWOM may not directly influence purchase intention, SMA can influence when combined with trust and consumer engagement. It helps marketers to gain insights to so they can improve their consumer engagement through social media platforms to enhance their purchasing.

Keywords: Electronic Word of Mouth, Social Media Advertisement, Trust, Consumer Engagement, Purchase Intention.