Social Media Marketing and Consumer Purchase Intention: The Role of Consumer Engagement
DOI:
https://doi.org/10.31305/trjtm2025.v05.n03.007Keywords:
Social media marketing, consumer engagement, purchase intention, S-O-R frameworkAbstract
Purpose: This study examines the mediating role of consumer engagement in the relationship between social media marketing (SMM) activities and consumer purchase intention. Drawing on the Uses and Gratifications Theory (UGT) and the Stimulus-Organism-Response (S-O-R) framework, the research investigates how key SMM dimensions influence different levels of consumer engagement and, subsequently, purchase intention. Design/Methodology/Approach: A quantitative research design was employed using an online survey administered to 469 active social media users. Structural equation modelling (SEM) was used to test the hypothesized relationships among SMM activities (entertainment, customization, interactivity, electronic word-of-mouth, and trendiness), consumer engagement (consumption-based, contribution-based, and creation-based participation), and purchase intention. Findings: Results indicate that interactivity and eWOM significantly influence all three dimensions of consumer engagement, while entertainment, customization, and trendiness affect only consumption and contribution-based participation. Both consumption-based and contribution-based engagement significantly predict purchase intention, whereas creation-based engagement shows no significant effect. Consumer engagement partially mediates the relationship between SMM activities and purchase intention. Research Limitations/Implications: The cross-sectional design limits causal inference, and the sample was drawn from a single cultural context. Future research should employ longitudinal designs and cross-cultural comparisons. Practical Implications: Marketers should prioritize interactive content and eWOM strategies to foster meaningful engagement that translates into purchase behavior, while recognizing that not all engagement types equally drive conversions. Originality/Value: This study contributes to the literature by differentiating between engagement levels and demonstrating their differential effects on purchase intention, offering nuanced insights for SMM strategy optimization.
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