Role of Consumer Engagement as Mediator Between Social Network Marketing and Consumer Purchase Intention

M. Meki Munawar (), Ratih Hurriyati, Disman Disman, Vanessa Gaffar, Erni Martini, M. Irfan Hadi and Adhi Prasetio
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M. Meki Munawar: Universitas Pendidikan Indonesia
Ratih Hurriyati: Universitas Pendidikan Indonesia
Disman Disman: Universitas Pendidikan Indonesia
Vanessa Gaffar: Universitas Pendidikan Indonesia
Erni Martini: Telkom University, School of Economic and Business
M. Irfan Hadi: Telkom University, School of Economic and Business
Adhi Prasetio: Telkom University, School of Economic and Business

A chapter in Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022), 2024, pp 963-974 from Springer

Abstract: Abstract This study aims to analyze the relationship between social network marketing, consumer engagement, and purchase intention from the perspective of mobile users in Indonesia. Furthermore, this research also aims to determine whether consumer engagement plays a mediating role between social network marketing and purchase intention. The population is consumers from the largest mobile operator brand in Indonesia, with a total of 210 samples using purposive sampling techniques. This study employs a quantitative approach by distributing a five-point questionnaire on a Likert scale and using the Structural Equation Model (SEM) to test the hypothesis. Based on the data processing results, social network marketing significantly impacts consumer purchase intention. Social network marketing has a significant impact on consumer engagement. Consumer engagement has a significant impact on consumer purchase intention. Consumer engagement plays a role as a mediating variable between social network marketing and purchase intention. This research provides empirical evidence of the practical use of social network marketing, consumer engagement, and purchase intentions in developing countries’ mobile service operator industry. Additional discussions are addressed in the paper.

Keywords: Consumer Engagement; Social Network Marketing; Purchase Intention; SEM (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-234-7_100

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