articleFrontiers in PsychologyJan 17, 2022GOLD OA

Role of Social Media Marketing Activities in Influencing Customer Intentions: A Perspective of a New Emerging Era

KJKhalid JamilLDLiu DunnanRFRana Faizan GulMUMuhammad Usman ShehzadSHSyed Hussain Mustafa Gillani

North China Electric Power University · Zhengzhou University · +1 more institution

PubMed
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Abstract

The aim of this study is to explore social media marketing activities (SMMAs) and their impact on consumer intentions (continuance, participate, and purchase). This study also analyzes the mediating roles of social identification and satisfaction. The participants in this study were experienced users of two social media platforms Facebook and Instagram in Pakistan. A self-administered questionnaire was used to collect data from respondents. We used an online community to invite Facebook and Instagram users to complete the questionnaire in the designated online questionnaire system. Data were collected from 353 respondents, and structural equation modeling (SEM) was used to analyze the data. Results show that…

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241
total citations
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89.55
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100%
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66
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Authors

6

Topics & keywords

Topics
Keywords
  • Continuance
  • Social media
  • Structural equation modeling
  • Psychology
  • Perspective (graphical)
  • Context (archaeology)
  • Identification (biology)
  • Viral marketing
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