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

Khalid Jamil; Liu Dunnan; Rana Faizan Gul; Muhammad Usman Shehzad; Syed Hussain Mustafa Gillani; Fazal Hussain Awan

doi:10.3389/fpsyg.2021.808525

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

Front Psychol. 2022 Jan 17:12:808525. doi: 10.3389/fpsyg.2021.808525. eCollection 2021.

Authors

Khalid Jamil¹, Liu Dunnan¹, Rana Faizan Gul¹, Muhammad Usman Shehzad², Syed Hussain Mustafa Gillani³, Fazal Hussain Awan¹

Affiliations

¹ School of Economics and Management, North China Electric Power University, Beijing, China.
² Department of Management Sciences and Engineering, Zhengzhou University, Zhengzhou, China.
³ Faisalabad Business School, National Textile University, Faisalabad, Pakistan.

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.

Keywords: continuance intention; participate intention; purchase intention; satisfaction; social identification; social media marketing activities.