EFFECTS OF SOCIAL MEDIA MARKETING ACTIVITIES ON CONSUMER PURCHASE INTENTION: THE MODERATING ROLE OF PERCEIVED QUALITY AND BRAND ASSOCIATION
Keywords:
Social Media Marketing Activities, Perceived Quality, Brand Association, Fashion IndustryAbstract
The emergence of social media (SM) has brought about a profound transformation in the realm of marketing, equipping businesses with potent instruments to actively engage consumers and sway their inclinations toward making purchases. This all-encompassing study delves into the ramifications of three pivotal activities in Social Media marketing, namely interaction, advertisement, and customization, on consumers' intentions to make purchases of cosmetic and apparel products. Furthermore, it explores the moderating effects of perceived quality and brand association on these relationships. To satisfy the objective, the study formulated five hypotheses. By employing a research design that relies on quantitative methods and scrutinizing data collected from a diverse group of 446 buyers of cosmetic products. The study analyzed data using the partial least square structural equation modeling approach to evaluate measurement and structural model using techniques of PLS algorithm bootstrapping, and blindfolding. The findings brought to light indicate that social media marketing activities conducted via live streaming interaction (Beta=0.281), advertisement (Beta=0.198), and customization (Beta=0.162) exert a positive and significant (p<0.05) influence on consumers' intentions to make purchases of cosmetic and apparel products. In addition, the impact of Social Media marketing activities (interaction, advertisement, and customization) on purchase intentions is contingent upon the perceived quality of the product (Beta=0.038; 0.045; and 0.055) and brand association (Beta=0.018; 0.092; and 0.071). Cumulatively, these variables (i.e., interaction, advertisement, customization, perceived quality, and brand association) explained a 23.2% variance in consumers' intentions to make purchases of cosmetic and apparel products
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