The Impact of Social Media Marketing on Purchase Intention by Explaining the Mediating Role of Consumer-Brand Engagement and Brand Awareness

Document Type : Original Article

Authors

1 Professor, Faculty of Economics, Management and Administrative Sciences, semnan university

2 MSC, Faculty of Economic, Management and Administrative Sciences, Semnan University, Semnan, Iran

3 PHD student, Faculty of Economic, Management and Administrative Sciences, Semnan University, Semnan, Iran

Abstract

Considering that social media marketing leads to increase in awareness, consumer-brand engagement, and purchase intention through the useful information it gives to buyers, in this study we pay attention to these aspects, among the buyers of the Digikala store, which is one of the largest stores in the country. The purpose of this research was to investigate the effect of social media marketing on purchase intention by explaining the mediating role of consumer-brand engagement and brand awareness. The desired information was collected through the completion of 384 questionnaires using available sampling method from customers of Digikala store in a period of three months from the end of May to the end of August 2024. The research tools included social media marketing questionnaires, consumer-brand engagement and brand awareness and purchase intention questionnaire. The results were analyzed using structural equation model by Smart PLS software. The results showed that social media marketing variables, consumer-brand engagement and brand awareness have a positive and significant effect on the purchase intention of Digikala store customers. Also, the variables of consumer-brand engagement and brand awareness are mediating variables between social media marketing and purchase intention. According to the results, it is suggested to Digikala store managers to create interesting and entertaining content that on one hand leads to the improvement of consumer-brand engagement and brand awareness and on the other hand guarantees the company's goal of selling more.

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