Social Media Marketing Strategies and Customer Engagement Effects on Purchase Intention in Online Business
DOI:
https://doi.org/10.56442/ijble.v6i2.1320Keywords:
Social Media Marketing, Costumer Engagement, Purchase Intention, Online BusinessAbstract
The rapid expansion of digital platforms has transformed social media into a strategic marketing channel that significantly influences consumer behavior in online business environments. This study examines the relationship between social media marketing strategies and purchase intention, with customer engagement acting as a mediating variable. Using a quantitative research approach, data were collected from active social media users through an online questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that social media marketing strategies positively and significantly affect both customer engagement and purchase intention. Additionally, customer engagement demonstrates a strong influence on purchase intention and partially mediates the relationship between social media marketing and purchasing behavior. These findings underscore the importance of designing interactive, credible, and value-oriented marketing content to strengthen consumer engagement and drive purchasing outcomes. The study offers theoretical contributions to digital marketing literature and practical implications for online businesses aiming to enhance marketing effectiveness and customer conversion rates in an increasingly competitive digital marketplace.
References
Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7), 1177–1190. https://doi.org/10.1016/j.tele.2017.05.008
Bilro, R. G., & Loureiro, S. M. C. (2020). A consumer engagement systematic review: Synthesis and research agenda. Spanish Journal of Marketing - ESIC, 24(3), 283–307. https://doi.org/10.1108/SJME-01-2020-0034
Brodie, R. J., Hollebeek, L. D., Juric, B., & Ilić, A. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105–114. https://doi.org/10.1016/j.jbusres.2011.07.029
Harrigan, P., Evers, U., Miles, M., & Daly, T. (2017). Customer engagement with tourism social media brands. Tourism Management, 59, 597–609. https://doi.org/10.1016/j.tourman.2016.09.015
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149–165. https://doi.org/10.1016/j.intmar.2013.12.002
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486. https://doi.org/10.1016/j.jbusres.2011.10.014
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Lim, X. J., Radzol, A. R. M., Cheah, J., & Wong, M. W. (2016). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, 6(2), 19–36. https://doi.org/10.14707/ajbr.160035
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365. https://doi.org/10.1016/j.bushor.2009.03.002
Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, 101742. https://doi.org/10.1016/j.jretconser.2019.01.011
Tuten, T. L., & Solomon, M. R. (2020). Social media marketing (3rd ed.). Sage Publications.
van Doorn, J., et al. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253–266. https://doi.org/10.1177/1094670510375599
Yadav, M., & Rahman, Z. (2018). The influence of social media marketing activities on customer loyalty. Benchmarking: An International Journal, 25(9), 3882–3905. https://doi.org/10.1108/BIJ-05-2017-0092
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
