Analyzing the Role of Consumer Engagement on the Relationship Between Social Media Marketing and Consumers’ Buying Intentions: A Study in Morocco


Authors : Amira Meliani; Ilkay KARADUMAN

Volume/Issue : Volume 6 - 2021, Issue 6 - June

Google Scholar : http://bitly.ws/9nMw

Scribd : https://bit.ly/36do7E9

The emergence of social media platforms has provided a mean for the companies to market products or services to masses while, at the same time, stimulating the consumers’ purchase intentions, increasing the consumer engagement. For this purpose, the motive of the study is to examine the role of social media marketing activities on intentions to purchase by finding out the mediating effect of consumer engagement. A case of fashion industry of Morocco is chosen to carry out the research. A quantitative research method was carried out for the study. The targeted respondents of the study are consumers living in Casablanca, Morocco. A sample size of 200 is selected. A self-administered questionnaire is taken as a research instrument for data collection of the study. Different statistical tests such as descriptive analysis, reliability analysis, regression analysis and mediation analysis are carried out to answer the research questions. The results of the research show that consumer engagement has a mediating effect on the relationship between social media marketing activities and intentions to purchase fashion brands in Morocco.

Keywords : Social Media Marketing Activities, Consumer Purchase Intention, Consumer Engagement, Mediating Effects.

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