The Role of Social Media Advertising Communities in Shaping Purchase Intention: A Multi Mediations Perspectives

Social networking sites (SNS) are a growing marketing tool used in advertisement and marketing activities. Companies have invested a lot in the fields of social media advertising through SNS. Yet, the challenge companies face is how they can efficiently advertise their social media advertisements and increase customer purchase intention. This study aims to explore and verify key interaction elements within SNS communities that are associated with purchase intention. This study includes predictors, such as emotional value and informativeness, privacy concerns, advertising value, community commitment, community satisfaction to predict consumer purchase intention. Structural equation modeling (SEM) is applied to a sample of 480 social media users. Results reveal that SNS predictors positively impact purchase intentions. Interestingly, results show partial mediation of community commitment and community satisfaction on the relationship between SNS interaction factors and purchase intention and no mediation of advertising value between informativeness and purchase intention.