ArticleFrontiers in psychology2021
Role of Social Media Marketing Activities in Influencing Customer Intentions: A Perspective of a New Emerging Era.
Article in Frontiers in psychology, 2021. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 17 papers.
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Who cites it
17 citing papers in PubMed, 235 citations in OpenAlex.
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- Evaluating customer perspectives on omnichannel shopping satisfaction in the fashion retail sector.Heliyon · 2024Article
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- Authentic Leadership, Employee Work Engagement, Trust in the Leader, and Workplace Well-Being: A Moderated Mediation Model.Psychology research and behavior management · 2023Article
- Stimulating Brand Innovation StrategyFrontiers in psychology · 2022Article
- Role of social media marketing activities in China's e-commerce industry: A stimulus organism response theory context.Frontiers in psychology · 2022Article
- Linkages Between Knowledge Management Process and Corporate Sustainable Performance of Chinese Small and Medium Enterprises: Mediating Role of Frugal Innovation.Frontiers in psychology · 2022Article
- Éclaircissement to Understand Consumers' Decision-Making Psyche and Gender Effects, a Fuzzy Set Qualitative Comparative Analysis.Frontiers in psychology · 2022Article
- Nexus Between Consumer's Motivations and Online Purchase Intentions of Fashion Products: A Perspective of Social Media Marketing.Frontiers in psychology · 2022Article
- Evaluating the Effectiveness of Digital Content Marketing Under Mixed Reality Training Platform on the Online Purchase Intention.Frontiers in psychology · 2022Article
- Analyzing Intention to Purchase Brand Extension via Brand Attribute Associations: The Mediating and Moderating Role of Emotional Consumer-Brand Relationship and Brand Commitment.Frontiers in psychology · 2022Article
- An empirical investigation between brand orientation and brand performance: Mediating and moderating role of value co-creation and innovative capabilities.Frontiers in psychology · 2022Article
- An empirical investigation of firm performance through corporate governance and information technology investment with mediating role of corporate social responsibility: Evidence from Saudi Arabia telecommunication sector.Frontiers in psychology · 2022Article
Corrections and comments
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Authors and funding
6 authors at 3 institutions in 2 countries.
Funding
No grant is acknowledged in the PubMed record.
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 SMMAs have a significant impact on the intentions of users. Furthermore, social identification mediates the relationship between social media activities and satisfaction, and satisfaction mediates the relationship between social media activities and the intentions of users. This will help marketers how to attract customers to develop their intentions. This is the first novel study that used SMMAs to address the user intentions with the role of social identification and satisfaction in the context of Pakistan.
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Registered trials
Read under generation 80e0d062 · epoch 390. Bibliography from PubMed, PubMed Central and OpenAlex; grants from NIH RePORTER; trial links from ClinicalTrials.gov; estimates, votes and beliefs from the OpenQuestion graph.