Investigating the Impact of Social Media Marketing on the Purchase Behavior of Generation Z with the Mediating Role of Brand Loyalty

Document Type : Original Article

Authors

1 Business Management, Economic and administrative science, University of Mazndaran, Babolsar, Iran

2 Mazandaran University,Babolsar,Iran

3 Business Management Economic and administrative Science, University of Babolsar,Iran

Abstract

The present study aims to examine the effect of social media marketing on the purchase intention of Generation Z, considering the mediating role of brand loyalty. This research is quantitative in nature, applied in purpose, and descriptive–analytical in terms of data collection method. The research philosophy is positivism, and the research approach is deductive. The statistical population consists of Generation Z individuals (e.g., born between 1995 and 2010) among the students of the University of Mazandaran, who are active on social media and have experiences interacting with brand pages as well as purchasing products or services through these platforms. Using Cochran’s formula, 384 participants were selected through convenience sampling. The data collection instrument was a standard/combined questionnaire developed based on prior literature and previous studies in the fields of social media marketing, brand loyalty, and purchase behavior. To assess content validity, the questionnaire was reviewed by several experts and university professors in marketing and management, and its qualitative content validity was confirmed. Construct validity (confirmatory factor analysis), discriminant validity, convergent validity, and reliability were also confirmed using Fornell–Larcker and HTMT criteria. Data analysis was performed using structural equation modeling with SPSS and SmartPLS software. The results indicated that social media marketing characteristics have a positive and significant effect on purchase intention and brand loyalty among Generation Z. Moreover, brand loyalty plays a mediating role in the relationship between social media marketing and purchase intention.

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