The influences of content interactivity on purchase intention: An engagement mediation

Abstract

Social media use as a major enabler of engagement has become a new phenomenon, particularly in the marketing industry. This study examines social media influencers’ behavior and provides suggestions for increasing engagement and purchase intentions toward endorsed products. The study aims to achieve the following objectives: (1) determining the effect of content interactivity on social media engagement, (2) determining the impact of social media engagement on purchase intentions, (3) determining the effect of content interactivity on purchase intentions. This quantitative study utilized PLS software as a tool to test validity and reliability and SPSS to test the hypothesis and regression model. With a total of 199 valid respondents participating in this study’s survey, the result highlights the positive effects of content interactivity in enhancing purchase intentions through social media engagement. Although content interactivity did affect consumers’ purchasing intentions, social media engagement had a stronger influence.