A recent research study delved into how social media marketing (SMM) activities influence consumers’ intentions to purchase products, highlighting the important roles of perceived value (PV) and social brand engagement (SBE) as mediating factors in this relationship.
The study surveyed 338 cosmetics consumers in Palestine using a structured online questionnaire distributed through convenience sampling. The data collected were analyzed using advanced statistical methods, specifically Partial Least Squares Structural Equation Modeling (PLS-SEM), to uncover the complex interactions between social media marketing and consumer behavior.
The findings reveal a significant positive relationship between marketing activities conducted on social media platforms and key consumer responses, including perceived value of the brand, engagement with the brand on a social level, and ultimately, the intention to purchase. In particular, consumers who perceived higher value in the brand and felt more socially connected or engaged with it showed stronger intentions to buy.
Moreover, the study found that both perceived value and social brand engagement have a direct, positive effect on consumers’ purchase intentions. These two factors also serve as partial but complementary mediators between social media marketing and purchase intent. This means that social media marketing influences purchase decisions not only directly but also indirectly by enhancing consumers’ perception of value and fostering social engagement with the brand.
These insights underscore the growing importance of integrating perceived value and social engagement strategies into social media marketing efforts. Brands aiming to convert online marketing activities into tangible sales would benefit from focusing on content and campaigns that enhance consumer perceptions of value while encouraging active social interaction and community-building around the brand.
This research contributes to a deeper understanding of consumer psychology in the digital age and provides actionable guidance for marketers seeking to optimize their social media strategies for maximum impact.
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