The Impact of Social Media Marketing Activities on Purchase Intention
This study seeks to investigate the marketing activities available through social media platforms that are reflected in the purchase intention of consumers in general. Further, it explores the joint mediation effect of both perceived value (PV) and social brand engagement (SBE) on SMM-PI connect...
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| Format: | Article |
| Language: | English |
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EconJournals
2024-10-01
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| Series: | International Review of Management and Marketing |
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| Online Access: | https://mail.econjournals.com/index.php/irmm/article/view/16839 |
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| author | Firas Alnaser Mahmoud Alghizzawi Ghaith Abualfalayeh Fandi Omeish Sager Alharthi Saed R. Al Koni |
| author_facet | Firas Alnaser Mahmoud Alghizzawi Ghaith Abualfalayeh Fandi Omeish Sager Alharthi Saed R. Al Koni |
| author_sort | Firas Alnaser |
| collection | DOAJ |
| description |
This study seeks to investigate the marketing activities available through social media platforms that are reflected in the purchase intention of consumers in general. Further, it explores the joint mediation effect of both perceived value (PV) and social brand engagement (SBE) on SMM-PI connection. A convenience sample strategy was employed to gather data from 338 cosmetic product customers in Palestine through a structured online questionnaire survey. Subsequently, the data underwent examination using intelligent (PLS-SEM) analysis. According to the results of the study, there is a positive relationship between marketing activities through social media platforms on consumer’s beneficial impact on brand perception (PV), consumer engagement (SBE), and purchase intention (PI). Moreover, PV and SBE exert substantial direct beneficial impacts on PI. As for the intermediate effects, they were all effective, and the mediation impact of PV (Perceived Value) and SBE (Social Bonding Experiences) on the relation between SMM and PI is partially complimentary.
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| format | Article |
| id | doaj-art-4d815ff652df4827866f27fd5c2d2594 |
| institution | Kabale University |
| issn | 2146-4405 |
| language | English |
| publishDate | 2024-10-01 |
| publisher | EconJournals |
| record_format | Article |
| series | International Review of Management and Marketing |
| spelling | doaj-art-4d815ff652df4827866f27fd5c2d25942025-02-06T01:06:14ZengEconJournalsInternational Review of Management and Marketing2146-44052024-10-0114610.32479/irmm.16839The Impact of Social Media Marketing Activities on Purchase IntentionFiras Alnaser0Mahmoud Alghizzawi1Ghaith Abualfalayeh2Fandi Omeish3Sager Alharthi4Saed R. Al Koni5Department of Communication and Digital Marketing, Faculty of Business and Communication, An-Najah National University, Nablus, PalestineDepartment of Marketing, Faculty of Business, Applied Science Private University, Amman, JordanDepartment of Business, Faculty of Business, Applied Science Private University, Amman 11937, JordanDepartment of E-Marketing and Social Media, Princess Sumaya University for Technology, Amman, JordanDepartment of Business Administration, College of Administrative and Financial Sciences, Saudi Electronic University, Riyadh 11673, Saudi ArabiaDepartment of Accounting, Faculty of Business and Communication, An-Najah National University, Nablus, Palestine This study seeks to investigate the marketing activities available through social media platforms that are reflected in the purchase intention of consumers in general. Further, it explores the joint mediation effect of both perceived value (PV) and social brand engagement (SBE) on SMM-PI connection. A convenience sample strategy was employed to gather data from 338 cosmetic product customers in Palestine through a structured online questionnaire survey. Subsequently, the data underwent examination using intelligent (PLS-SEM) analysis. According to the results of the study, there is a positive relationship between marketing activities through social media platforms on consumer’s beneficial impact on brand perception (PV), consumer engagement (SBE), and purchase intention (PI). Moreover, PV and SBE exert substantial direct beneficial impacts on PI. As for the intermediate effects, they were all effective, and the mediation impact of PV (Perceived Value) and SBE (Social Bonding Experiences) on the relation between SMM and PI is partially complimentary. https://mail.econjournals.com/index.php/irmm/article/view/16839Perceived Value, Brand Engagement, Social Media Marketing, Emerging Markets, Palestine |
| spellingShingle | Firas Alnaser Mahmoud Alghizzawi Ghaith Abualfalayeh Fandi Omeish Sager Alharthi Saed R. Al Koni The Impact of Social Media Marketing Activities on Purchase Intention International Review of Management and Marketing Perceived Value, Brand Engagement, Social Media Marketing, Emerging Markets, Palestine |
| title | The Impact of Social Media Marketing Activities on Purchase Intention |
| title_full | The Impact of Social Media Marketing Activities on Purchase Intention |
| title_fullStr | The Impact of Social Media Marketing Activities on Purchase Intention |
| title_full_unstemmed | The Impact of Social Media Marketing Activities on Purchase Intention |
| title_short | The Impact of Social Media Marketing Activities on Purchase Intention |
| title_sort | impact of social media marketing activities on purchase intention |
| topic | Perceived Value, Brand Engagement, Social Media Marketing, Emerging Markets, Palestine |
| url | https://mail.econjournals.com/index.php/irmm/article/view/16839 |
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