Impact of Social Media Marketing on Consumer Purchasing Intention: Mediating Role of Consumer Engagement. Insights from the University Students
Purpose: This study focuses on the topic of social media marketing's impact on consumer purchasing intentions and how it is exacerbated by consumer engagement as a mediating factor. Methodology: The study analyzes the data gathered from 150 active respondents of social media marketing plat...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
CSRC Publishing
2023-09-01
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| Series: | Journal of Business and Social Review in Emerging Economies |
| Subjects: | |
| Online Access: | https://publishing.globalcsrc.org/ojs/index.php/jbsee/article/view/2700 |
| _version_ | 1827805554028838912 |
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| author | Jameel Ahmed Khan Hakro Salar Hussain Shah Ghalib Ahmed Raja Sajid Hussain |
| author_facet | Jameel Ahmed Khan Hakro Salar Hussain Shah Ghalib Ahmed Raja Sajid Hussain |
| author_sort | Jameel Ahmed Khan Hakro |
| collection | DOAJ |
| description |
Purpose: This study focuses on the topic of social media marketing's impact on consumer purchasing intentions and how it is exacerbated by consumer engagement as a mediating factor.
Methodology: The study analyzes the data gathered from 150 active respondents of social media marketing platforms in SZABIST Larkana Campus, results were analyzed and generated by using ANOVA and various other analysis tools.
Findings: Findings demonstrate the efficiency of social media marketing as well as how customer interaction affects decision-making. In the context of the SZABIST Larkana Campus, we investigate the indirect impacts of customer interaction on the link between consumer purchasing intention and social medial marketing.
Implications/Originality/Value: The study broadens the scope of the existing research on social media marketing. The findings suggest that marketers should react to the rising importance of corporate actions having a significant impact on consumer purchase intentions. Businesses can implement this advice most effectively by continuously monitoring customer concerns while maintaining their digital marketing strategies.
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| first_indexed | 2024-03-11T21:26:52Z |
| format | Article |
| id | doaj.art-65f7da50d5e94b40b3fad7f3861dd6b6 |
| institution | Directory Open Access Journal |
| issn | 2519-089X 2519-0326 |
| language | English |
| last_indexed | 2024-03-11T21:26:52Z |
| publishDate | 2023-09-01 |
| publisher | CSRC Publishing |
| record_format | Article |
| series | Journal of Business and Social Review in Emerging Economies |
| spelling | doaj.art-65f7da50d5e94b40b3fad7f3861dd6b62023-09-27T21:55:57ZengCSRC PublishingJournal of Business and Social Review in Emerging Economies2519-089X2519-03262023-09-019310.26710/jbsee.v9i3.2700Impact of Social Media Marketing on Consumer Purchasing Intention: Mediating Role of Consumer Engagement. Insights from the University StudentsJameel Ahmed Khan Hakro0Salar Hussain Shah1Ghalib Ahmed2Raja Sajid Hussain3Shaheed Zulfikar Ali Bhutto Institute of Science and Technology, Larkana, PakistanSukkur IBA University, Sukkur PakistanShaheed Zulfikar Ali Bhutto Institute of Science and Technology (SZABIST) University, Larkana, PakistanShah Abdul Latif University, Khairpur, Pakistan Purpose: This study focuses on the topic of social media marketing's impact on consumer purchasing intentions and how it is exacerbated by consumer engagement as a mediating factor. Methodology: The study analyzes the data gathered from 150 active respondents of social media marketing platforms in SZABIST Larkana Campus, results were analyzed and generated by using ANOVA and various other analysis tools. Findings: Findings demonstrate the efficiency of social media marketing as well as how customer interaction affects decision-making. In the context of the SZABIST Larkana Campus, we investigate the indirect impacts of customer interaction on the link between consumer purchasing intention and social medial marketing. Implications/Originality/Value: The study broadens the scope of the existing research on social media marketing. The findings suggest that marketers should react to the rising importance of corporate actions having a significant impact on consumer purchase intentions. Businesses can implement this advice most effectively by continuously monitoring customer concerns while maintaining their digital marketing strategies. https://publishing.globalcsrc.org/ojs/index.php/jbsee/article/view/2700Social Media MarketingConsumer EngagementConsumer Purchasing Intention |
| spellingShingle | Jameel Ahmed Khan Hakro Salar Hussain Shah Ghalib Ahmed Raja Sajid Hussain Impact of Social Media Marketing on Consumer Purchasing Intention: Mediating Role of Consumer Engagement. Insights from the University Students Journal of Business and Social Review in Emerging Economies Social Media Marketing Consumer Engagement Consumer Purchasing Intention |
| title | Impact of Social Media Marketing on Consumer Purchasing Intention: Mediating Role of Consumer Engagement. Insights from the University Students |
| title_full | Impact of Social Media Marketing on Consumer Purchasing Intention: Mediating Role of Consumer Engagement. Insights from the University Students |
| title_fullStr | Impact of Social Media Marketing on Consumer Purchasing Intention: Mediating Role of Consumer Engagement. Insights from the University Students |
| title_full_unstemmed | Impact of Social Media Marketing on Consumer Purchasing Intention: Mediating Role of Consumer Engagement. Insights from the University Students |
| title_short | Impact of Social Media Marketing on Consumer Purchasing Intention: Mediating Role of Consumer Engagement. Insights from the University Students |
| title_sort | impact of social media marketing on consumer purchasing intention mediating role of consumer engagement insights from the university students |
| topic | Social Media Marketing Consumer Engagement Consumer Purchasing Intention |
| url | https://publishing.globalcsrc.org/ojs/index.php/jbsee/article/view/2700 |
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