Role of Consumer Engagement as Mediator Between Social Network Marketing and Consumer Purchase Intention

DOI

10.2991/978-94-6463-234-7_100How to use a DOI?

Keywords

Consumer Engagement; Social Network Marketing; Purchase Intention; SEM

Abstract

This study aims to analyze the relationship between social network marketing, consumer engagement, and purchase intention from the perspective of mobile users in Indonesia. Furthermore, this research also aims to determine whether consumer engagement plays a mediating role between social network marketing and purchase intention. The population is consumers from the largest mobile operator brand in Indonesia, with a total of 210 samples using purposive sampling techniques. This study employs a quantitative approach by distributing a five-point questionnaire on a Likert scale and using the Structural Equation Model (SEM) to test the hypothesis. Based on the data processing results, social network marketing significantly impacts consumer purchase intention. Social network marketing has a significant impact on consumer engagement. Consumer engagement has a significant impact on consumer purchase intention. Consumer engagement plays a role as a mediating variable between social network marketing and purchase intention. This research provides empirical evidence of the practical use of social network marketing, consumer engagement, and purchase intentions in developing countries’ mobile service operator industry. Additional discussions are addressed in the paper.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - M. Meki Munawar
AU  - Ratih Hurriyati
AU  - Disman Disman
AU  - Vanessa Gaffar
AU  - Erni Martini
AU  - M. Irfan Hadi
AU  - Adhi Prasetio
PY  - 2023
DA  - 2023/09/29
TI  - Role of Consumer Engagement as Mediator Between Social Network Marketing and Consumer Purchase Intention
BT  - Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)
PB  - Atlantis Press
SP  - 963
EP  - 974
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-234-7_100
DO  - 10.2991/978-94-6463-234-7_100
ID  - MekiMunawar2023
ER  -