The Impact of Social Media Marketing Activities on Purchase Intention

Firas Alnaser, Mahmoud Alghizzawi, Ghaith Abualfalayeh, Fandi Omeish, Sager Alharthi and Saed R. Al Koni
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Firas Alnaser: Department of Communication and Digital Marketing, Faculty of Business and Communication, An-Najah National University, Nablus, Palestine
Mahmoud Alghizzawi: Department of Marketing, Faculty of Business, Applied Science Private University, Amman, Jordan
Ghaith Abualfalayeh: Department of Business, Faculty of Business, Applied Science Private University, Amman 11937, Jordan
Fandi Omeish: Department of E-Marketing and Social Media, Princess Sumaya University for Technology, Amman, Jordan
Sager Alharthi: Department of Business Administration, College of Administrative and Financial Sciences, Saudi Electronic University, Riyadh 11673, Saudi Arabia
Saed R. Al Koni: Department of Accounting, Faculty of Business and Communication, An-Najah National University, Nablus, Palestine

International Review of Management and Marketing, 2024, vol. 14, issue 6, 288-300

Abstract: 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.

Keywords: Perceived Value; Brand Engagement; Social Media Marketing; Emerging Markets; Palestine (search for similar items in EconPapers)
JEL-codes: M (search for similar items in EconPapers)
Date: 2024
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