Driving Purchase Intention through Social Media Marketing: Unveiling the Mediating influence of Perceived Value and Customer Satisfaction

Abstract

This quantitative research examines the influence of social media marketing activities (SMMAs), specifically trendiness (TRE) and word of mouth (WOM), on purchase intention (PI), with perceived value and customer satisfaction (CS) acting as mediating factors. The study utilized a sample size of 400, generating 359 responses through random sampling in the districts of Lahore, Multan, Dera Ghazi Khan, and Rajanpur. The discoveries deliver experimental support for the positive impact of social media marketing on perceived value, customer satisfaction, and purchase intention. Additionally, the study confirms the positive association between perceived value, customer satisfaction, and purchase intention. These results contribute to the understanding of the role of social media marketing in shaping consumer behavior, emphasizing the importance of perceived value and customer satisfaction as crucial determinants of purchase intention The findings offer practical implications for businesses, providing insights into developing effective social media marketing strategies that enhance customer perceptions, satisfaction, and ultimately, purchase behavior.