Marketing

Context (archaeology)

World Wide Web

Biology

Identification (biology)

Social psychology

Continuance

Viral marketing

Computer science

Botany

Computer-assisted web interviewing

Structural equation modeling

Business

Paleontology

Advertising

Psychology

Social media

Artificial intelligence

Perspective (graphical)

Machine learning

Frontiers in Psychology

The aim of this study is to explore social media marketing activities (SMMAs) and their impact on consumer intentions (continuance, participate, and purchase). This study also analyzes the mediating roles of social identification and satisfaction. The participants in this study were experienced users of two social media platforms Facebook and Instagram in Pakistan. A self-administered questionnaire was used to collect data from respondents. We used an online community to invite Facebook and Instagram users to complete the questionnaire in the designated online questionnaire system. Data were collected from 353 respondents, and structural equation modeling (SEM) was used to analyze the data. Results show that SMMAs have a significant impact on the intentions of users. Furthermore, social identification mediates the relationship between social media activities and satisfaction, and satisfaction mediates the relationship between social media activities and the intentions of users. This will help marketers how to attract customers to develop their intentions. This is the first novel study that used SMMAs to address the user intentions with the role of social identification and satisfaction in the context of Pakistan.

Role of Social Media Marketing Activities in Influencing Customer Intentions: A Perspective of a New Emerging Era