Impact of Social Media Marketing on Consumer Purchasing Intention: Mediating Role of Consumer Engagement. Insights from the University Students

Abstract

Purpose: This study focuses on the topic of social media marketing's impact on consumer purchasing intentions and how it is exacerbated by consumer engagement as a mediating factor.  Methodology: The study analyzes the data gathered from 150 active respondents of social media marketing platforms in SZABIST Larkana Campus, results were analyzed and generated by using ANOVA and various other analysis tools.  Findings: Findings demonstrate the efficiency of social media marketing as well as how customer interaction affects decision-making. In the context of the SZABIST Larkana Campus, we investigate the indirect impacts of customer interaction on the link between consumer purchasing intention and social medial marketing.  Implications/Originality/Value: The study broadens the scope of the existing research on social media marketing. The findings suggest that marketers should react to the rising importance of corporate actions having a significant impact on consumer purchase intentions. Businesses can implement this advice most effectively by continuously monitoring customer concerns while maintaining their digital marketing strategies.