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

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.