The Effect of Social Media Marketing on Purchase Intention with the Mediating Role of Brand Awareness and Consumer Motivation

This study aims to examine the effects of social media marketing activities (SMMAs) on purchase intention (PI), with the mediating roles of brand awareness (BA) and consumer motivation (CM). Data from ۳۷۹ participants who used social media were analyzed using structural equation modeling. Results revealed that SMMAs had a significant positive effect on BA, CM, and PI. The effect of CM on PI was also significant. However, the effect of BA on PI was not statistically significant. In addition, CM had a mediating role in the relationship between SMMAs and PI, but BA did not mediate the relationship between SMMAs and PI. This research indicates that marketing managers should acknowledge the main characteristics of online consumers and customize their content to meet customers’ specific needs. The results of this study may be utilized in the development of SMMA strategies.

کلیدواژه ها:

Social Media Marketing ، Purchase intention ، brand awareness ، Consumer motivation ، Instagram