MEDIATING AND MODERATING EFFECTS IN SOCIAL MEDIA MARKETING: ENHANCING PURCHASE INTENTIONS THROUGH DIGITAL PLATFORMS

Abstract

This study investigates the impact of social media marketing activities (SMMA) on buyers' purchase intentions, incorporating product quality perception (PQP), digital platform usability, and social pressure as moderators. Data was collected through questionnaires administered to small consumer samples using convenience sampling. The analysis involved mediation and moderation analysis, as well as validity and reliability tests for the questionnaires. The findings show that SMMA significantly influences buyers' purchase intentions through PQP and the usability of digital platforms. Additionally, social pressure moderates the relationship between brand loyalty and purchase intention. The results provide valuable insights into leveraging social media for enhancing brand loyalty and effectively utilizing social pressure in marketing messages. These findings contribute to marketing knowledge and offer practical implications for organizations aiming to achieve a competitive edge in the digital marketplace.